CRM technologies

CRM technologies come in various dimensions. Some are barebones consisting of purely sales force automation and order fulfillment. At the higher end of the spectrum, CRM has been (to some extent) integrated with the larger ERP systems which many claim is far more rewarding. Yet I am sure that managing CRM and ERP together can get really complex. My theme has always been that of simplicity and biting only that much which we can chew comfortably. Managing complex CRM technologies can be quite a task. What we should constantly evaluate is the return on investment. Obviously this makes business sense. The increase in productivity should be able to justify the spending.

But cost alone is not the only consideration. Using CRM technologies effectively is far more important. Starting off with basic customer facing activities like order taking and fulfillment is a good idea. This can be achieved through automation of sales force. Only after achieving some level of expertise should we move to more ambitious goals. The ultimate goal should be that of managing the entire gamut of customer relations which would begin with engagement to proactive fulfillment. Let us not forget that CRM is as much technology as business. In fact more of the later.