Keith Fenner, Strategic Sales Director, Softline Accpac, says collaboration is the buzzword, worldwide, in driving a new approach to CRM as we know it.
The second wave of CRM, as he calls it, has firmly landed in Africa, seeing those who are already riding it looking for even more powerful solutions, while those who are still sitting on the sidelines realising that CRM is an essential business tool.
"The World Wide Web is being reinvented and, as such, CRM is following suit, giving us CRM 2.0. This next wave is even more about the customer, but extends into the entire stakeholder space," Fenner says.
Collaborative CRM means various departments of an organisation, such as sales, customer care and marketing, share information they collect from interactions with customers with the aim of improving customer service. The result of this sharing of information is increased customer satisfaction and loyalty.
"The very concept of CRM 2.0 is driven to all areas of the organisation and, subsequently, brings the management of all interactions into one place," Fenner says.
He adds that, if used effectively with the right technology, collaborative CRM will actually solve two business-critical issues - improved customer service and, as a result, the lowering of day-to-day operations costs.
According to Fenner, a true aspiration of CRM is to create content and applications that are available for customers and other stakeholders to not only help themselves, but also to help others.
"Africa is demanding more online capability," he says. "If our customers and suppliers wish to transact electronically and communicate with each other, let`s deliver a platform to do just that. Typical examples may be frequently asked questions and sales enquiries."
Self-service, in this next phase of CRM, is more dynamic, more rewarding and more content-driven, Fenner says. "The interactions which take place every minute on blogs, Web conferences, chat rooms and instant messaging are vital to a business to understand the customer. Couple this with a 360-degree view achieved through integrating all operational systems, and CRM 2.0 starts to come alive!"
Fenner adds that for those operating in the business to consumer space, collaborative CRM is not an option, it`s a "must have".
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Softline ACCPAC is a global provider of business management solutions including financial, distribution, service management, retail, warehouse management, manufacturing and CRM to the mid-range market. Its solutions are delivered to 130 countries exclusively through its global network of solution providers including over 150 throughout Africa. Softline ACCPAC`s product line includes: Accpac ERP, Accpac CRM, Accpac RMS, Accpac Warehouse Management System and Accpac Insight.
Softline
Softline is a leading provider of accounting, payroll, CRM and ERP software solutions to small, medium and large companies. Founded in 1988 by Ivan Epstein, Alan Osrin and Steven Cohen, Softline was established during the formative years of the software industry and listed on the JSE Securities Exchange South Africa in February 1997. Softline expanded to establish a strong position within its area of focus in South Africa and Australia. Focused on the development of accounting, payroll, CRM and ERP software solutions, Softline has a 20-year track record as a market leader. The group has a broad range of products offering users a variety of software solutions to run their businesses efficiently. Softline`s leading brands include Softline Accpac, Softline Enterprise, Softline Pastel (Accounting and Payroll) and Softline VIP. The combination of the group`s product offerings provide Softline customers with comprehensive, well-branded accounting, payroll, CRM and ERP software solutions. In November 2003, Softline was acquired by the Sage Group plc, a FTSE 100 company. The software group includes market-leading businesses throughout the United Kingdom, Europe, North America, South Africa and Australia, supplying business software to the small, medium and large business community. Softline has a solid track record of profitability and cash generation. The group delivers quality accounting, payroll, CRM and ERP software solutions that improve the efficiencies of businesses around the world.
Sage
The Sage Group plc is a leading global supplier of business management software solutions and related products and services, principally for small to medium-sized enterprises. Formed in 1981, Sage was floated on the London Stock Exchange in 1989 and now employs over 14 800 people worldwide. For more information, go to www.sage.co.uk.
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