Stories by Sharon McDonnell

Putting CRM to work

Did you hear the one about the salesman who fell 190,000 transactions behind in using his company's customer relationship management (CRM) software? It's no joke - just a symptom of the cultural challenges many companies face internally when they implement a CRM system with the goal of attracting and keeping customers and nurturing customer relationships.


The more you know about a customer - age, gender, what he owns, what he spends and what his preferences are - the more likely it is that you can create and pitch a product or service that will hit a bull's-eye. Identifying and interacting with your customers in ever-smaller groups is a tantalizing prospect - and now easier and more cost effective than ever, thanks to the Web and other technological advances that gather, store and sort customer data.