editing a small article

CRM software depends on intel from customers, process them and then deliver them as vital information

which can improve the performance of the company if it is used in a timely and accurate way. Yet, a common issue

that many organization faces is that a percentage of the gathered data can be inaccurate; similarly, companies can

face an issue when gathering data that are not complete as it fails to present the full picture leading to making wrong

decisions even from big company.

Not all inputs from customers are valid and useful for the company, some customers are not suitable or bad

for the business, and adhering to their demand instead of sticking to the company’s original strategy can harm the

corporation. For example, a famous story about a woman which frequently flew on an airline company, yet

constantly complaint about their lack of excellent service, when the complaint reached the CEO, he replied to her of

what it means that the airline is unsuited for her.

In order to increase the accuracy and usefulness of CRM softwares, a holistic data gathering system should be

designed which combined the data gathered from customer with that that is gathered from the market in general and

from the industry enabling the company to see the bigger picture and put things into perspective, better verify the

validity of the data being gathered from the customers as if they contradict with data gathered from the market and

industry, then they should be put into question and verified even further.

By integrating customer’s inputs with different inputs gathered from the environment, such as “demographics,

economical situation, social-cultural, technological…”, and data gathered from the industry such as “ competitors,

suppliers, new entrants …”, and managing to analyze all such data collectively, better decisions can be made by the

management which will lead to better results.

Similarly, CRM can be used to in order to obtain data from other companies, there is no reason to limit customer

data gathered from our own customers only. Different companies in the supply chain can better exchange vital

information to each others regarding their other customers. Companies that sell complementary products can

integrate their CRM softwares which will enable a better understanding and more accurate decisions from both

companies. Companies can also sell/buy customer data which can work for the better well of both of the parties.

Application program interface (API) can be used in order to better share information between different CRM

softwares in different companies

By expanding the capabilities of CRM softwares so that such software not only obtain data from the company’s

customers yet from other customers, the market and industry that the company is it, companies can gain a

competitive advantage over their customers, increase their efficiency and effectiveness, and improve their decision

making; however, for everything there is a downside. By sharing data, companies can stand in a vulnerable place if

such data were to reach their competitors, also, there is the same risk that the data gathered from other companies or

from the environment can be wrong as well which means it is essential to ensure data accuracy with those as well.