As organizations struggle to cope with tighter budgets and less money in the market, customer relationship management (CRM) is taking on a renewed importance.
Industry commentator Susan Campbell has explained that a growing number of companies are turning to CRM solutions to help them achieve their goals.
She explains that implementing the technology would ensure that businesses were able to improve their overall efficiency, as well as helping to boost the service which they offer their customers.
However, writing for TCM Net, Ms Campbell urged organizations to be cautious and "complete due diligence" before selecting a vendor.
Marketing professionals may be interested in the latest comments of one expert regarding the implementation of CRM initiatives.
According to industry expert Mike Welsh, direct marketing can play an important role in improving an organization's CRM system.
In his column for Marketing Week, Mr Welsh explains that companies are now increasingly focussing on retaining and developing their relationships with their existing customers.
Posted by Paul Newman