CRM software gets seal of approval by users

Less than 40% of manufacturers have implemented or plan to implement CRM (customer relationship management) systems within the next 18 months, according to research conducted by this journal. Of those that have live CRM systems, the verdict is that is universally that, while valuable, they are not as critical as integrated ERP or their inventory management systems. Nevertheless, these committed users describe them as making a very positive contribution to business efficiency, and increased sales and profitability. However, when it comes to their PLM (product lifecycle management) systems and their maintenance management, business intelligence and demand forecasting systems, users divide, with half seeing CRM as more useful. The comparisons can’t be taken too seriously: much depends on the individuals questioned and their businesses – but it is interesting to get a glimpse into overall perception. When it comes to comparing CRM with APS (advanced planning an scheduling), 75% say they see CRM software as more critical to their businesses – while the comparison with shopfloor systems, time and attendance systems or estimating and quoting systems shows companies favouring CRM 60% to 40%. Most tellingly, of those that have implemented CRM systems, the vast majority see them as extremely important to the ongoing success of their businesses. Just as interesting, of those not using CRM, most say that’s because directors don’t see it as required, or that their ERP system provides the functionality they believe they need – with a few also saying that linking sales and marketing information into the rest of the business wouldn’t bring enough value. As for the barriers to successful adoption, the number one problem is universally agreed as data accuracy, followed by the need to re-engineer some business processes. Thereafter, main problems cited are integration with existing ERP and/or legacy systems – and the need to invest in mobile technology for sales people. The online study was completed last month.