CRM Evolution

We are now in development phase of the CRM, where we have sufficiency – the truth is that we have been there for some time. It is not to say that we did with the addition of a set of solutions, experience in social media continues, the evidence that the product is set to grow. But we are certainly at a stage in which all bases are adequately covered. You can now buy or license the CRM software that works with the data center. Other products may provide the service and there are several variations on how the service is offered. There is also a low-cost or free accounts small business CRM – SugarCRM and Zoho come immediately to mind – and delivery options there too. Without doubt, the CRM has come, and if you don’t have it yet that’s surprising and almost unique.

On the way to the abundance of products, has managed to invent CRM software tangential disciplines. SaaS and cloud computing is the direct outgrowth of CRM, and although you can certainly make the case that an application or other technologies are delivered over the Internet should not be a CRM as a service cloud computing, CRM was still scope parent and inspiration for many things cloud. Almost the same can be said about social technologies become part of, or at least work closely with the CRM. A few years ago there was the distinct social CRM technology, but unless your name is Kevin Bacon, you probably do not have much interest in her. Ditto analytics, which is still making its way into the greater CRM suite.

Analytics – Business intelligence and data mining included – were things that few people in the organization used before being incorporated into the CRM. They are increasingly used as social technologies, but will change as companies realize a significant competitive advantage they deliver. Those who live by analyzing the movements of CRM companies have done a good job of keeping up with the abundance of products and their categories, but you get to this level of completeness of our jobs are changing. It was once necessary and adequate to spend most of our time making sense of what a product did and categorizing it according to a fairly sparse hierarchy. But today, that timber is full, and our work is much about understanding of business processes so that the product is used in the hierarchy to which it belongs.
It was once enough to know that the product was sold, for example because the sales process was uni dimensional. We all customers, and needed to monitor and manage our contact information, and that was about it. Sales Force Automation (SFA) was a simple relational database with an interface that reflects the rows and columns – not too many in both dimensions. And sale of software now includes SFA, but also the intelligence of sales pipeline, sales analysis, configuration, pricing and applications are – and it is mainly for direct sales. There is also a wide range of solutions for channel sales to the OEM / distributor and partner. We also have applications for online sales and a series of social applications for each level of the sale, which helps us to understand the signals that we provide to customers.

There are blogs, communities, networking sites, forums, and more that affect sales one way or another. Marketing and customer service is also crowded, and do not forget, the original CRM suite, including helpdesk, field service and customer support, which merged with customer service. These regions experienced healthy growth, too.

But where to start? Unlike the early days of the SFA when you bought because you need a solution sale and that was all you now need to ask a few questions first. “Who is the customer?” is always a good starting point, followed by “What and how do you sell?”; And you can go through the same point in marketing and customer service, too. These questions can take a lot on your way and underline the CRM tips analyst reliability. You can still have a certain product groups, but it is only the beginning.

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