SAS Institute, an information delivery solutions provider, presented a forum in Rosebank yesterday to discuss what senior executives need to know about customer relationship management (CRM).
The morning was divided into several discussions focusing on different perspectives regarding CRM, including an international viewpoint, a local viewpoint and SAS Institute`s viewpoint.
"Plenty of applications focus on the operational aspect of CRM but few focus on the strategic and tactical implementation," noted Dave Macfie, MD of SAS Institute SA.
Adrian Reynolds, SAS CRM programme manager of Europe, Middle East and Africa, discussed the role of business intelligence in successful CRM initiatives.
"META Group has identified three key stages of CRM implementation; operational, analytical and collaboration. While all three stages are important, we at SAS believe that analytical CRM is the key stage."
"CRM is essentially the intelligent use of data to create, develop and maintain profitable relationships with customers and to maximise shareholder value," noted Andrew Robinson, head of customer management at Alliance & Leicester.
"Companies must start to realise that CRM is the way you do business. Not simply a phase you go through as an organisation."
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