I've been to a few trade shows recently, and have browsed through the Customer Relationship Management (CRM) stands. From an outsider's point of view, these systems seem to be progressing in leaps and bounds, with many reaching quite a mature level. One question I've been asking the vendors: what information does your system provide frontline staff about the company's product line? Let me explain this question further. CRM systems are designed to capture a lot of information, and provide it to frontline staff in an easy-to-digest form, including: customer details transaction history sales opportunities cross-selling suggestions previous customer feedback The
Centralised or decentralised authoring?.
There is no ‘correct’ answer to this question. To get the best business outcomes, you must understand the strengths and weaknesses of both approaches.
Losing sight of the content in a CMS.
Why spend millions on managing content that no-one understands or needs? This article provides tips for getting the best value out of your business content.