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"CRM, Survival and Salvation for Business"
by Bill Bostridge - Senior Vice President, Swallow Information Systems
CRM has become an almost meaningless acronym used to encompass everything from call center software packages to email marketing campaigns. Worse still, many of the big players have sought to squeeze all of these disparate elements into one colossal package. With a great deal of time and money spent, most companies now realize that this type of approach is usually very slow and poorly focused.
Software based on a modular configuration allows companies to progressively update their CRM system. It is a step-by-step approach that allows customer-facing areas of the business in most dire need of attention to be seen to first. Other, less critical customer service initiatives can simply be attended to at a later date.
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