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Introduction to Customer Relationship Management Software

Customer Relationship Management (CRM) encompasses activities and processes intended to help an organisation understand, communicate with, and service the needs of, customers and prospects.

CRM helps a business understand who their customers are, how they like to interact with the company, how profitable they are, and what their future value might be.  In this way it helps an organisation make critical decisions about how to do business, such as what new products or services they should be developing, and what sales and marketing channels they should invest in, or discard.

Effective CRM therefore is about gathering information about customers, then analysing and interpreting it.  This is the role played by CRM software systems.

There are many different types of CRM solutions on the market catering for a wide range of needs.  In our white paper we look at three products suitable for companies looking for a modest initial investment in a CRM package.

Two are licenced products while the third is open source.  To download the white paper, click on the link to the right.