Surely the most important goal of any CRM system is to make your customers feel positive about your company, and to make them feel that exciting things are happening at your company such as:
That the employees they are in contact with are caring and well informed
That new and better information systems are coming into place
That your company is keeping them better informed about their orders and shipments, their service issues, and new product and service introductions
When a CRM is limited to interacting with only the employees of a business, it will certainly affect the first item above positively, but not necessarily the other items. To really improve a customer’s perception of your organization, one of the biggest improvements can be to let them interact almost directly with your CRM system. Some of the activities that this makes possible are:
Capturing customer leads and requests for information from the public website, directly into the CRM...