Maintaining and developing a relationship with a customer has always been the acid test of an effective sales and marketing organisation. Customer Relationship Management (CRM) has systemised and automated much of this critical process and taken it to new levels of efficiency. Nowadays a company need never fear that it is missing an opportunity or is allowing a customer relationship to decay. All customers can be given equal priority and every sales proposition can be made economically, appropriately, and directed at a known likely customer.
CRM also embraces other business functions and relates them to activities in sales and marketing such that the whole business machine supports every opportunity and there is no doubt that technology in CRM has changed our world in sales and marketing - made us more efficient, more responsive, always on time and always on message.
XETA analyses specific needs, designs and specifies CRM systems to address the wide variety of business models. Our strong research and analytical base enables us to define and evaluate the cost and benefit of CRM to ensure that the greatest economic and business efficiencies are achieved.
However, the before and after benefits of CRM are soon forgotten as systems become the norm and companies frequently question the broad function invasive nature of CRM and the associated high cost of operation. This 'Cuckoo in the nest' view of CRM often sites research which has shown that wide ranging systems often replace already pre-existing functions and only provide any advantage in a few discrete areas.
XETA has completed numerous evaluative projects studying the genuine new added value contribution of CRM and the economic viability of systems in major firms. In doing so we have often refined and streamlined CRM such that the cost / burden of CRM is focused only in those areas of genuine gain.
XETA's consultants specialising in the specification and implementation of CRM systems are experienced research analysts and CRM practitioners. We evaluate whole business needs and appropriate system competencies in advising clients either on selection or incumbent system improvement.
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