CRM: Comprehensive is the key

There is still a common misunderstanding of how comprehensive and central a CRM system can be in the business, Leslie Faughnan reports

23rd February, 2014
Kieran McDonnell, Dynamics business manager at Microsoft Ireland.

ustomer relationship management (CRM) as a technology set may be mature, but in many respects it is still not fully understood generally by business and even by some users. ''Businesses are still saying, in effect We need CRM to get new customers' and that is valid up to a point but it's really only one pane in the window, said Kieran McDonnell, Dynamics business manager at Microsoft Ireland.

''It reflects the traditional sales philosophy about...

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