What Are CRM Applications?
Customer relationship management (CRM) is a business strategy to manage the marketing, sales and support relationships between an organization and its clients. CRM applications are customized database software programs that support collaboration between the employees, customers and vendors within a business and provide a framework to increase business efficiency and profitability. CRM applications can be used as a single user platform for individual entrepreneurs, networked for small to medium businesses or hosted as a remote setup for a mobile workforce.
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Single User Platforms
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Microsoft Outlook 2010 users can deploy the "Business contact manager" module to manage customer contacts, calendars and mailing lists within a popular email program that they may already be using. Many pre-formatted report options are available to manage leads, identify top sales prospects and analyze marketing data. Sage ACT also is a robust contact management application, with pricing targeted towards individuals and small business users with stand-alone computers. ACT coordinates emails, calendars, notes, marketing activities and sales histories to provide a comprehensive CRM solution. ACT is available in versions designed for financial and real estate professionals and has a network of consultants that will customize the product for specific requirements.
Client Server Networked Platforms
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Microsoft Dynamics is a mid-range CRM solution that works in conjunction with Exchange and Sharepoint Portal servers. The product includes embedded document management tools to create marketing campaigns, plus predefined workflows to optimize internal procedures and approvals. SAP is a CRM application targeted towards mid-sized and large organizations in all industries. It is a part of the SAP Business Suite running on the NetWeaver server platform. Oracle Siebel is another networked CRM application that is supported and serviced on the Oracle database platform.
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Remote, Web-based Software as a Service (SaaS)
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Salesforce.com is one of the original application providers to specialize in sales force automation using remote Web services. The product has evolved into a full-scale cloud-based CRM product with solutions spanning financial, technical and health care services. "Salesforce.com" offers an extensive network of developer and technical support specialists certified on the platform. Microsoft Outlook 2010 and Sage ACT also have premium versions that operate over the Web. Microsoft Dynamics, SAP and Siebel also are available in cloud-based configurations suitable for geographically dispersed organizations or small firms with advanced requirements that prefer the cost savings associated with using software as a service.
Social Networking Websites
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Social networking websites such as Twitter, Facebook and "LinkedIn" are rapidly evolving to include a CRM component. The most critical element in CRM is the customer, and these websites are being used by customers to discuss and share information regarding the products and services that they consume. Many companies are creating a marketing presence on these websites to manage this new customer interface. Most of the CRM applications referenced above include modules to import and manage communications and feedback by interfacing directly with these social networking websites.
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