Executive Briefings

CRM Has Been Largely a Sales Tool, But Customer Service Is Discovering It Now

CRM systems tend to have a wider user base across enterprise organizations than most other software applications do. Industry analyst surveys indicate that over 60 percent of CRM systems are used by sales teams, about 40 percent used by marketing, and about a third of the systems are used by customer support. Despite this wide range of users, the real driver or "owner" of the CRM system is even more strongly biased towards the sales VP. It's fairly rare to find a CRM system where the customer service VP is in the driver's seat. But going forward, you'll see the number of customer-service-driven CRM systems on the rise.

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CRM systems tend to have a wider user base across enterprise organizations than most other software applications do. Industry analyst surveys indicate that over 60 percent of CRM systems are used by sales teams, about 40 percent used by marketing, and about a third of the systems are used by customer support. Despite this wide range of users, the real driver or "owner" of the CRM system is even more strongly biased towards the sales VP. It's fairly rare to find a CRM system where the customer service VP is in the driver's seat. But going forward, you'll see the number of customer-service-driven CRM systems on the rise.

Read Full Article