News Article - 23 May 2012
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A number of businesses have purchased CRM software in the hope that it will provide a solution to their needs, without considering the implications of poor business processes, one expert has claimed.

Writing for IT Director, Clive Longbottom, head of research at Quocirca, said that companies have been disappointed with the impact of their CRM software and "blamed" the technology for problems with customers.

According to Mr Longbottom, businesses should "step backwards" and review their corporate processes to understand why introducing CRM technology has not been as successful as they had anticipated.

"Companies have to sit down and decide how they want to deal with such issues and what processes have to be put in place to ensure that problems are dealt with efficiently, effectively and successfully," he remarked.

In related news, Nari Viswanathan, research director of supply chain and logistics at Aberdeen Group, recently said that business processes at many companies are now moving away from being "inward-focused" to become more "outward-facing".

This, he argued, is to enable firms to "harness" knowledge and to "synchronise" operations between suppliers and customers.

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