CRM: How to be customer centric

Putting the customer at the centre is only one of the many aims of CRM vendors.

1st September, 2012
Gary Cullen, director of Provident CRM, Irish agent for Sugar CRM.

Putting the customer at the centre is the traditional mantra of CRM vendors, but at least one Irish consultant believes that this does not begin to cover the reach of a modern CRM solution.

"The customers or the prospects do not exist or act in isolation, and you want to know how they behave in relation to, for example, alternative sellers or services," said Gary Cullen, director of Provident CRM, Irish agent for Sugar CRM,...

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