Customer/Contact Relationship Management (CRM) has several definitions depending on who you are talking to, but in essence it is software that contains additional information about your customers/prospects and suppliers (industry segments, mailing groups, contacts, etc). CRM helps keep a track on the contact level with important contacts whether it be via a simple telephone call, or a marketing and email campaign to promote a new product range. Extensive CRM can also contain financial sales information, pipeline management and much more.
In the broad sweep of typical ERP software modules used by merchants and suppliers it appears that CRM is the last component to be installed; if it is installed it is often poorly used.
This article explores the reasons why CRM is often overlooked and what Independent Builders Merchants could be missing out on: