In this chapter, we have covered two key techniques for linking your CRM to the outside world, and more specifically to your current and potential customers.
Lead-capture applications are simple to set up, and have immediate impact on the bottom line in terms of both creating revenue, and cutting administration costs.
Developing customer self-service portals is a key technique to maximize the return from your CRM investment. They keep your customers better informed and happier, while improving efficiency and reducing costs in the customer service and support areas.
From here, the sky is the limit. The future will hold many new developments in the CRM field. One widely anticipated trend is CRM systems that act as their own portal—offering carefully controlled and regulated direct access to the CRM for customers and suppliers, allowing them to see only that information and navigation capability that the system is set up to allow them.
At the current speed of evolution and development...