businesses ought to look to such systems as customer relationship management (CRM) in order to increase traffic, that through CRM,

organisations in all sectors can both enable and sustain high levels of growth, with the system being able to use existing investments and products to a greater effect in the marketplace. The technology specialist said that CRM is able to optimise marketing campaigns, record the correct data for tracking, predict future trends in buying and allow for call centre automation to effectively manage the needs of customers. However, companies newly investing in such software ought to consider their existing systems first to ensure that there is little or no conflict with their operating system or server

Implementation issues-wiki
Many CRM project "failures" are also related to data quality and availability. Data cleaning is a major issue. If a company's CRM strategy is to track life-cycle revenues, costs, margins, and interactions between individual customers, this must be reflected in all business processes. Data must be extracted from multiple sources (e.g., departmental/divisional databases such as sales, manufacturing, supply chain, logistics, finance, service etc.), which requires an integrated, comprehensive system in place with well-defined structures and high data quality. Data from other systems can be transferred to CRM systems using appropriate interfaces. Because of the company-wide size and scope of many CRM implementations, significant pre-planning is essential for smooth roll-out. This pre-planning involves a technical evaluation of the data available and the technology employed in existing systems. This evaluation is critical to determine the level of effort needed to integrate this data. Equally critical is the human aspect of the implementation. A successful implementation requires an understanding of the expectations and needs of the stakeholders involved. An executive sponsor should also be obtained to provide high-level management representation of the CRM project. An effective tool for identifying technical and human factors before beginning a CRM project is a preimplementation checklist.[11]

Customer Relationship Management (CRM) refers to the methodologies and tools that help businesses manage customer relationships in an organized way. For small businesses, customer relationship management includes: - CRM processes that help identify and target their best customers, generate quality sales leads, and plan and implement marketing campaigns with clear goals and objectives; - CRM processes that help form individualized relationships with customers (to improve customer satisfaction) and provide the highest level of customer service to the most profitable customers; - CRM processes that provide employees with the information they need to know their customers' wants and needs, and build relationships between the company and its customers.

1. Customer Attraction (before): Customer attraction represents all of the touchpoints and interactions encountered by your customer during initial sales and marketing activities. 2. Customer Interaction (during): Customer interaction represents all of the touchpoints and interactions encountered by your customer during payment, service, and delivery activities. 3. Customer Cultivation (after): Customer cultivation represents all of the touchpoints and interactions encountered by your customer after a purchase or transaction that includes loyalty, reward, and ongoing communications management. Data warehouse is a repository [disambiguation needed] of an organization's electronically stored data. Data warehouses are designed to facilitate reporting and analysis[1]. This definition of the data warehouse focuses on data storage. However, the means to retrieve and analyze data, to extract, transform and load data, and to manage the data dictionary are also considered essential components of a data warehousing system. Many references to data warehousing use this broader context. Thus, an expanded definition for data warehousing includes business intelligence tools, tools to extract, transform, and load data into the repository,

solutions : use data warehouse to collect data must be more structured

Dealing with unstructured data

Data mining and text analytics and noisy text analytics techniques are different methods used to find patterns in, or otherwise interpret, this information. Common techniques for structuring text usually involve manual tagging with metadata or Part-of-speech tagging for further text mining-based structuring. UIMA provides a common framework for processing this information to extract meaning and create structured data about the information.

Here are three primary steps to maximizing CRM functionality at SMBs: 1. Critique current customer management issues. 2. Configure the CRM product so that it is quick and easy to use. 3. Make sure management views CRM as a process, not a project.

The truth is, for most SMBs, implementing CRM so that it results in a meaningful return on investment isn't easy. Many nd that just setting up a complete and accurate customer database can be a timeconsuming and difficult process.

CRM - not just a Boon to SME's

Let's take a look first at what an SME is. In all truth there is no real definition of what an SME is actually. The SME market is generally an immense market that ;currently constitutes almost 20,000,000 businesses in the U.S. alone. CRM as a customer strategy has slowly found its way into the small and medium industry sector. Despite the fact that there are several advantages, CRM can prove to be a bane as well. SME's have found themselves facing several problems with CRM implementation. One of the main hassles that SME's face is the lack of a proper link between vendors and the SME sector. Most vendors traditionally used to focus only on large corporations and seldom paid as much attention as they do now to the SME sector, although this sector is now being recognized as one of the most productive sectors. Disadvantages of CRM for SME's
Unhealthy Attitude

are unable to afford the high costs involved in the projects and the volume of effort and time that is required. This is probably the biggest inhibition SME's face- the apprehension about the success of the CRM implementation. -new it service provder

Exorbitant Costs

Cost factors play a considerable role in SME choice of CRM implementation. More often than not vendors seldom cater to the cost requirements of small and medium sized industries. They fail to realise that the budgets that small companies adopt may not be adequate enough to cover the huge costs that are involved in the implementation of CRM. Another factor is that CRM implementation has failed in many cases. When this happens SME's find that the ROI has been insufficient to cover costs and end up facing huge losses. The money involved is more often than not more than what they can afford. Many SME's view CRM software packages as being overpriced and of not much value to them. This is easily one of the problems of CRM software that serve to prevent SME's from implementing it. -only compromise
Time Constraints

Time restraints place yet another problem on SME's. Most of them do not have the liberty to implement CRM projects that require lengthy periods of time .CRM projects from its initiation to results extends over a period of years during which considerable time and effort is involved. Most SME's refrain from adopting CRM as they feel they will not be able to spend that amount of time and effort. SME's only need certain requirements and are reluctant to pay for additional costs. Another dilemma is that they seldom have the time or resources to customize the CRM solution to their needs.
Uncertain Needs

Another problem is the fact that most SME's themselves are unaware of what they require. They are unsure of what they need and most often than not find themselves choosing a solution that does not fulfil their needs. They seldom conduct client/customer interviews and rarely know what their customers require. This lack of knowledge about their customer needs often has disastrous results.

Improper Planning

Yet another shortcoming is the fact that SME's seldom plan their CRM implementation properly. Implementing and leaving it to fate is what is done mostly. However this is insufficient. Meticulous and minute planning of each step involved in the CRM implementation is required. They lack a proper planning strategy and this in turn has detrimental affects. They are not aware of their actual and intended goals and objectives. SME's fail to set out clear, concise and decisive goals and find themselves working towards unclear objectives with the result that their true objectives are most often lost.
Inadequate Attention

CRM just another software ? SME's for sure treat it that way. The biggest mistake SME's make is treating CRM as they would any other of their software installations. Regarding it as something that does not require additional attention is foolhardy and should not be followed. They need to realise that they have to pay more attention to the dilemmas involved in the implementation.
Insufficient Technology

Let's look at the technology involved in the implementation of CRM. Do SME's possess the required technology? More often than not they do not. And when this happens it indirectly affects the CRM processes. In addition to this most SME's do not have the required expertise that is needed to manage the business processes efficiently. They lack the resources needed to purchase the required technology as well. most SMEs do not have the expertise needed to manage CRM packages and wind up increasing their IT costs . Vendors instead of informing them that they need additional expertise more often than not refrain from doing so.
No Customization

As most CRM systems were developed for larger organisations and have subsequently been adapted for the small / medium sized users or are traditional contact management packages that have been rebranded CRM systems, these findings are not surprising. Another distinct disadvantage that most small and medium sized businesses face is that very few CRM products have been specifically developed for them alone.Microsoft CRM packages for instance tend to assume that SME's do possess the required technology. The answer-a definite no. Less than 15% of them actually possess the required technology needed to support CRM packages. Despite the fact that CRM can prove to be detrimental at times, there are several advantages that it offers that are absolutely mandatory for SME success, making the problems that SME's face with CRM minute in comparison to its advantages.

What do SME's need to do to ensure that they adopt CRM the right way?
Realistic Goals

SME's need to set goals and objectives that are realistic and that can actually be achieved. Many SME's in their hurry to see positive ROI roll out, set unrealistic goals, waste considerable time and money, eventually grow tired of it , give up their efforts and fail miserably. Setting a realistic time frame,

establishing right objectives and adhering to well planned budgets is mandatory for SME CRM success.
Study Customer Preferences

Before actually embarking on the purchase of the CRM solution it is vital to scrutinize and study the various customer needs and preferences. Obtaining a CRM solution that basically caters to those needs is absolutely essential. What happens when organizations opting for CRM fail to do this, is that they find themselves implementing a solution that is barely catering to the requirements of their customers. They need to basically spell out and focus on their customer issues prior to making the choice of software.
Adopt a Lifetime Approach

It is also fundamentally important to understand that the relationship that is being entered into with the customer is one that has to continue throughout a lifetime. This will entail a whole new approach and needs to be addressed. This really entails looking at things differently and basically adopting an integrated approach. Viewing the maintenance of customer relations as a mere sales effort is wrong. Every department right across the organization is responsible for carrying out the efforts needed to support the CRM processes. From this viewpoint it is important that firms look not only at the sales efforts but at the efforts of the entire organization in sustaining and maintaining appropriate customer service.
CRM Choice to Support Business Needs

Nowadays most organizations make the fundamental mistake of trying to adjust their business needs to the CRM solutions available. This is fundamentally wrong. The most essential thing for any firm to do is find a CRM solution that caters to the organization needs not the other way around.
Adaptability is the Key

Getting a flexi solution is a must. This is to ensure that the changes that every business is bound to encounter and forced to handle can be dealt with when the need arises. Since the environment that exists today is filled with uncertainty the business has to be well equipped in order to deal with the ever changing competitive environment.
User Friendliness Essential

Another fundamental perquisite for SME's while choosing a CRM solution is the user friendliness of the choice. It is vital to choose software that can be easily understood by the organization employees who will be eventually using them. This is crucially important as merely handing over a CRM solution to marketing, service or sales employees will not suffice. It is imperative that they adapt and accept it wholeheartedly. Any failure on their part to do so it will have detrimental results. If employees find that the chosen solution is not user friendly, securing their co operation will be difficult.
Security

A vital perquisite is for SME's to ensure prior to making their CRM choice that the chosen solution is conducive for data security. This is vital as any leakage of important customer data can prove hazardous.

Employee Education Ensuring that CRM training is given by experts and professionals in the field is a must for SME's if they want to reap the rewards of CRM success. In order to implement CRM in SME's, staff need to be trained, rewarded and monitored on a regular basis to ensure that they support the CRM process in the appropriate manner. From Microsoft to Netsuite there is a host of trained professionals and consultants who not only provide advice on the choice of solution but also on its right usage. Making sure that the employees understand your CRM objectives is essential. Merely forcing it on them will not suffice. They need to fully comprehend it. Understanding how an increase on customer satisfaction will benefit them is what is most essential. SME's need to provide their employees with incentives as well. Here it also essential to make sure that top management also recognize the importance of focusing on customer retention.

SME's Boom Thanks to CRM

The past few years have witnessed an upsurge in the SME area as more and more SME's are recognizing that the benefits //-->google_protectAndRun("ads_core.google_render_ad", google_handleError, google_render_ad);of CRM are huge and that CRM has potential gains for them. SME's now have renewed faith in the system and are slowly opting for it. On the other hand CRM vendors themselves are realizing that this sector is hugely advantageous and needs to be focused on. They have understood the fact that SME's cannot opt for large enterprise solutions and customized CRM solutions for the SME has invaded market. The result? SME CRM options by the dozen have been cropping up and CRM vendors are closely scrutinizing what the SME needs. Statistics indicate that the revenue from SME CRM is $800 million. This is estimated to reach a high of $1.8 billion in the next 5 years. The revenue from SME's alone will account for almost 30% of the total CRM revenue. Customer relationship management software has found a firm foundation here. The Benefits that CRM has to Offer SME's are:
Positive ROI results

CRM caters specifically to the requirements of SME's. Most SME's want to know what is in store for them in the future in terms of ROI. CRM contributes to a positive ROI even though it may take some time. It is a means by which supply chain management communication can be increased thereby contributing to ROI increase. Enterprise knowledge management as well is far more easily achieved as businesses can build a single view of the customer and create a profile that contains information pertaining to all previous communication, purchases and interactions and use this in its customer interactions, to boost sales thus resulting in positive return on investment.
SME Sales Soars

CRM for the SME provides for sales functionality. It makes possible automated sales processes. It facilitates easy quotations. CRM for SME's caters to increased sales success. It shortens the sales cycle and improves leads opportunity management. The loss in sales leads due to improper sales lead

management is obliterated completely. Careless employees, strewn valuable information become a thing of the past. Information pertaining to the SME's customer dealings is packed away securely waiting to be analyzed and studied and then implemented in customer dealings. The benefits of CRM for SME's include easy forecasting of sales and the measurement of business performance. CRM helps SME's handle inbound calls with maximum efficiency thus ensuring that the sale is completed. It provides for better opportunities for cross-selling. It provides the organization with a chance to evaluate sales success, and enables it to identify new trends existing problems, and possible opportunities as well. CRM for SME's offers them excellent opportunities for cross-selling and upselling which indirectly boosts profits.
Customer Knowledge

It makes possible a shared knowledgebase that is easily assessable to all employees within the organization. It enables an SME to basically look into the stored data and provide accurate information to employees about customers. It helps the organization to make informed and correct decisions. It also helps the organization to stay close to the customer, so that it can anticipate upcoming needs and cater to those needs. Employees are able to view share and update information across the variousdepartments with ease. With an accurate customer database and customer service history businesses are able to achieve a better understanding of their customers. With CRM for SME's the business will be able to able to deliver superior products and services because it has been able to study customer preferences.
Boosting Revenue

CRM helps an SME know which channels will help to drive revenue and helps it understand how to connect all aspects of the business. It helps it understand how its business is connecting with the various facilities, markets, technologies and applications. Sales Force Automation is focused on as it is one of the key functional components of CRM boosting revenue indirectly. CRM boosts customer revenue through excellent computerized book keeping. It enables the business to increase the revenue through more purchases or extended purchasing. With better customer satisfaction on the plate, SME's can now be assured that their customers will start turning their way and not towards competitors. It helps SME's with their eCommerce, advertised campaigns and direct mail. It manages to achieve customer profile analyses that enhance market campaigns. CRM in SME's coordinates the various activities like orders, customer care and sales, payment processing, warehousing, inventory management, packing, and returns processing. It assists in a reduction of capital outlay. It does this by providing lower-cost options to low-margin customers and vice versa. This results in a considerable saving of time and resources
Customization

CRM deliver customized solutions that are specifically built for the small and medium industry market and that are not complex. Ease of integration with other business processes is the key word of SME CRM. CRM for SME's provide for customization and the ability to change in accordance with business needs.Verticalization and customization are what draw the SME to CRM. Configuration with ease using interfaces and workflow processes becomes possible contributing to increased ease in customization.

Excellent Customer Service

SME CRM manages to drive customer interaction forward. CRM is an approach to customers that looks at basically strengthening the relationship. Customer loyalty is a natural by product as CRM for SME's provides for better allegiance with customers. It helps them to create and retain loyal customers. SME CRM gives the consumer incentive to remain loyal and increase his purchases over his lifetime. It helps customers ensure a rewarding relationship and provides for opportunities to deliver customer service with better efficiency.
Summing it up CRM Gains for SME's include:

Better Customer Knowledge Better Marketing Efforts Customer Acquisition Programs Customer Retention Database Development Revenue Increase Database Analysis Market Segmentation Market Targeting Increased Loyalty Permission Marketing Loyalty Programs List Management Customer Analysis

Application performance This problem will be cause by two things, first the product is not that smart and second you practiced complex strategies straight away. Most SaaS vendors offer free trail, try to maximize this possibility. Security concerns This depends on sensitivity of enterprise data and the vendor one choose. If you are seriously concerned about data security, on premise solutions may be the answer. customization