Many organisations are keen to embrace and implement a customer relationship management (CRM) solution in their business. However CRM systems are not silver bullets that will improve and streamline existing business processes. These processes need to be improved in preparation for, and in conjunction with, a CRM implementation.
So what are the benefits? Well it really depends on the offer from your CRM vendor. As a basic any CRM system should be able to manage prospects, customers, communications, leads and opportunities for your pre-sales function of your business. Additionally any case management offered by a CRM solution is useful in the post-sales function. Of course your overriding business case is for a system that measures business performance in key areas so that it can be improved.
The idea behind CRM is that your organisation can treat each and every customer as an individual because you have a detailed communication history, ideally a sales history so subsequent dealings can be tailored specifically to that customer.