Choose a CRM system that matches your business' needs

As a business process aided by technology, CRM is growing up. Most small businesses realise customer relationship management is about more than simply tracking customer contacts, and most CRM vendors now know a "one-size-fits-all" CRM system usually doesn't deliver what businesses need.

Businesses usually find they require customisation early on, typically because they want the CRM system to integrate with other business systems so customer information is available in one 360-degree view. Additionally, the industry the business operates within may have specific information to track and respond to.

Greg Innes, chief executive for The Edge, which manages Auckland, New Zealand, entertainment venues Aotea Centre, the Civic Theatre and the Town Hall, says the CRM needs of the performing arts and entertainment industry are certainly unique. The Edge is preparing to launch its new CRM system, Tessitura, an entertainment industry specific CRM package also used by New York Met and the Sydney Opera House.

"Our issues are around identifying and engaging with new audiences and developing our relationship with existing audiences. We need a single view of every single interaction to understand the totality of buying and giving patterns," says Innes.

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