On the Spot : CRM (Johan Engelbrecht, Product Manager, SalesLogix, Softline Enterprise)

CRM is increasingly being recognised as an important business approach – one which makes one-to-one marketing a reality. Through its ability to streamline marketing and sales processes, CRM makes it possible to improve customer service without increasing the cost of delivering good service. One of the most important benefits of a CRM system is that it creates a customer-centric marketing and sales approach based on vital cumulative information such as purchasing habits, preferences and needs. Armed with this in-depth view of their customers, sales teams are able to close deals more speedily, thereby increasing their revenues per customer.