True CRM is about more than software

Johannesburg, 24 May 2004

Customer education is probably the biggest problem faced by suppliers of customer relationship management (CRM) software, as the client needs to understand that CRM software is simply a tool, it is not the answer to everything.

"The software is simply there to support a company`s implementation of CRM, so it is necessary to get the users to understand that they must know what their organisation`s needs are before rushing out and buying CRM products," says Marcus Potts, Maximizer Software`s MD for the EMEA region.

"As a supplier of CRM software, we understand that it is not just about selling a product, it is about working with a client to understand their customer management needs."

He says SA appears to be experiencing a strong uptake of CRM software, with a number of larger mid-market businesses adopting the technology, and many other existing users upgrading.

"Maximizer`s recently launched version 8 is very much an entry-level product and is basically aimed at operations that have between one and 10 people, so it is an ideal option for the burgeoning SME market in this country," says Potts.

"However, it is ultimately about a specific company`s requirements, rather than its size."

Maximizer already has operations in several other African countries, including Nigeria, Namibia, Tanzania and Mauritius, but Potts says SA is its key market, with the company expecting plenty of growth over the next two years.

"The pace and acceleration of change in this business is incredible, and the SA market is maturing at a quicker rate than many other territories," he says.

"I believe this is fuelled chiefly by the uptake of new technologies and by a number of bigger players bringing CRM to market quickly."

Potts believes the future for CRM in SA is bright, and says Maximizer is investing heavily in the country and expects CRM will have a positive impact on the way people do business for a long time to come.

"Companies investing in CRM software need to remember that the most important part of it is the C in CRM. You need to understand the impact that it will have on your customers, first and foremost.

"They also need to be made aware that true CRM involves a well-structured set of working practices - you can`t just install a piece of software and expect the rest to take care of itself."