With increasingly more companies realising the potential benefits of software applications within business, CRM is becoming a vital part of the corporate armoury.

With CRM evolving rapidly to meet the requirements of today’s mobile workforce, we are witnessing a real coming of age for this business-critical technology. Organisations – regardless of size - are increasingly realising the value that software can bring to their business and realising the benefits of using CRM to take a highly customer centric approach. Indeed, the availability of robust CRM technologies mean that businesses are beginning to treat CRM as far more than a tool to simply aid the sales force, but as a core component in maximising profitability, revenue and customer satisfaction.

Advances in CRM software means it is far easier to implement CRM across a business than it was a few years ago. CRM solutions can now be integrated seamlessly with an organisation’s existing IT infrastructure, accessed on a broad range of mobile devices and organisations can even aggregate the customer and prospect information held in their database against any social media site they choose. Investing in CRM provides enterprise-wide access to vital customer information—anytime, anywhere—so that businesses can manage their operations with an integrated approach across customer care, marketing and representatives in the field. The benefits of this are irrefutable.

Utilising software that helps sales teams to identify emerging buying trends; detect unattended or dissatisfied customers and gauge customer preferences will ensure that cross-selling opportunities are identified more rapidly, and that promotional offers and email marketing campaigns are better targeted. CRM acts as the glue that brings marketing and customer service together; enabling those in the field, marketers and management to harness the rich insights that are available within their business.