Maximising your customer base

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COMPANIES of all sizes, and operating in all industries, use technology to support their business and must continuously evaluate how this technology can provide a competitive advantage in a demanding and rapidly evolving marketplace.

Today, organisations are more aware than ever of the importance of maximising their existing customer base, as well as winning new customers.

To this end, a strong customer relationship management (CRM) strategy, underpinned by a CRM solution that will support and evolve with the business model, is fundamental to the ongoing success of any organisation.

These CRM solutions have become more cost-effective and user-friendly in recent times and many companies now use a CRM software package to achieve success, helping to build their business by improving sales, marketing and customer-service processes.

While many companies instal and manage a CRM solution on servers at their own premises, this approach may not always be the most appropriate or, indeed, cost-effective.

This is often true in circumstances where employees may be spread over numerous offices or countries, or where IT staff are not available to provide the required level of support.

An alternative approach, and one which is becoming increasingly popular, is the use of an external hosted service provider for supporting and managing an organisation’s CRM solution.

Until recently, companies have been cautious of hosting applications externally, partly because of the limited quality and speed of connections available, but also because a mind-set still exists that a company’s data should be held on-site. However, with the performance improvements now available through broadband and the development of enhanced security systems, application hosting is now increasingly viewed as a viable, low-risk option for companies of all sizes.

One firm which implements CRM solutions is north-east IT specialist First eBusiness Solutions. First eBusiness – one of only five Microsoft Gold Certified Business Solutions Partners in Scotland – recently launched a hosting service for Microsoft Dynamics CRM, allowing companies of all sizes access to the solution without the need to invest in new servers and infrastructure at their own premises.

Bernard Booker, managing director of First eBusiness Solutions, said: “Some companies prefer the on-site approach of purchasing the CRM software licences outright. For others, going down the hosted route offers flexibility and advantages in terms of less capital outlay up front.

“With the hosted option, the end customer pays on a per user per month basis. This can see a company spending as little as £35 per user, per month on the system, yet they have access to all the benefits of the very latest version of the software.”