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Order management systems 'need to work alongside CRM'

Rachel Wheeler Archive
Implementing a closely coupled customer relationship management (CRM) system with an order management system is vital to ensuring further retail growth, it has been claimed.

Writing for DMNews, Sotero Giftos, president and co-founder of OrderLogix, believes that this will help CRM to become a multichannel discipline which will help businesses forge better relationships with their customers.

Indeed, Mr Giftos explains that for both large companies with sophisticated enterprise resource planning or small organizations going through a period of high growth, implementing the systems is equally important.

"Integrating customer order information from your internal systems and external suppliers with existing CRM solutions will allow you to provide the best-of-breed customer service and sales performance," he notes.

Earlier this year, Forrester Research said that companies would be looking to increase their uptake of CRM systems this year, but may struggle with customer data issues.

Many industry leaders advise that one of the most important tenants of a successful CRM system is good data quality.

Posted by Paul Newman