Doubling down on strengths

Doubling down on strengths

Having become a tool that covered all areas of a business, the next step for CRM is to augment its core strengths, writes Quinton O’Reilly

Considering how far-reaching they are, it’s important to remember what the original purpose of CRMs are for — the clue being in the title: Customer Relationship Management.

While modern CRMs cover a wide variety of areas of a business, the core of it will always be on how to identify customers, convert them to sales and keep them.

Their popularity has seen them move with the times, utilising cloud-software so they can be accessed anywhere...

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