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CRM highlights value of the 3 Rs approach, expert claims

Rachel Wheeler

May 18, 2009

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Those deploying a customer relationship management (CRM) suite must keep in mind the three Rs approach, an expert asserts.

Scott Herron, chief executive officer of MaintenanceNet, tells 1to1media.com that the register, renew, refresh concept can continue to drive strong revenues despite the prevailing economy.

He emphasizes the importance of using good data quality to identify customers and their buying behaviors, suggesting that effective collection of information is essential to this.

By using this data, companies are able to continue marketing products to an already interested base and to make follow-on sales, establishing a stronger connection to the buyer, he asserts.

Mr Herron tells the news provider: "The challenge is in mining, aggregating, and organizing this data so that it becomes a powerful catalyst for your company's sales and marketing strategies."

He states that this involves gathering information from multiple systems across the supply and demand chain, consolidating it into a single source.

Michael Falkson, chief executive of eti Sales Support, recently told Manufacturing.net that direct marketing could be a key way of generating new leads, highlighting the value of CRM software.ADNFCR-2366-ID-19175515-ADNFCR

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