When does a Contact Management System become a Customer Relationship Management system?
What's the difference between a Contact Management System and a Customer Relationship Management system? Mark Streten
CRM V CMSContact management is only a small part of a CRM enterprise. CRM = Marketing, Sales, Support, Commerce, Partner Management:If the ACME Company has a large number of widgets to sell they can look at their CRM system to check out what other products of a similar nature are selling well. From that they can define which marketing campaign helps promote those products better and which project in the marketing campaign was most effective.The CRM system will show the number of leads generated by each project for a marketing campaign it will show the lifecycle of the lead whether it is a lead, an opportunity, a sale or a multiple sale. It will even over time define the quality of lead generated by different types of marketing. One can you CRM functionality to get a real time view of the status of a sale to the point where we can gather that a sales person is in efficient at selling product A but has excellent skills for selling product B.Once a sale is completed the CRM package allows you to offer support for the sale in a fully functional Support management.It will facilitate entering support incidents online. Automates lead pushing to qualified partners offers direct commerce via your own company and your partner network.
CMS can be thought be thought of as a necessary component of a larger CRM system. You need an organized way of managing prospect and customer contact data for all of the communications that are part of managing the customer lifecycle to the company's advantage. CMS can be a very effective starting point towards a larger CRM solution, as contact management systems tend to focus on the customer acquisition aspect of CRM.
I guess it depends what you are referring to as a CMS. If we are talking ACT or Maximiser type applications I would suggest the following is broadly true: These CMS's make good individual productivity tools but are limited in terms of their benefit to the organisation as a whole, partly because they are often only used by sales people and partly because of limitations in terms of functionality and scalability. CRM applications are most effective when used across all parts of the organisation, allowing a single view of all customer information and interactions. CRM applications will all include a level of Contact Management functionality.
If we are talking about CMS's in terms of those used in Contact/Call Centres then these tend to be specialised applications geared to either single or multiple contact mediums such as Phone, Web, email, etc. As such, they are often integrated with other key business applications to provide similar capabilities to CRM applications (i.e. access to customer information) by way of acting as a "front end".
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