Manufacturing Journalist Thomas R. Cutler

By: Thomas Cutler

Access to customer information is critical when industrial companies sell and service customers. An industrial CRM system must capture data via the telephone, fax, email, or the web and stored it in a unified database where it is immediately available to the people and departments that need the information. Customer information must be displayed on a single screen, providing the end- user with a 360-degree view of all pertinent information.

According to leading manufacturing journalist Thomas R. Cutler, in the recent issue of Industry 2.0, "Industrial senior executives avoid addressing a customer-centric approach including the misconception that an accounting system provides the information needed; they provide only post sale information. The presales process and information drives the sale. Manufacturers do not resist funding back-end ERP systems; however the front-end CRM solutions often make a substantial impact on reducing new customer acquisition cost and improving sales efficiency by first addressing data capture, data consolidation, and data sharing. "

Larry Caretsky, President of New Jersey-based Commence, (www.commence.com) an industrial customer relationship management (CRM) firm, "CEO's of these companies often share how their new enterprise resource planning (ERP) system provides them all the information they need, but fail to recognize that ERP systems provide information after the sale, not before or during the sales process. ERP systems provide no value for improving the efficiency of how to sell and service customers. This is one reason that forecast reports are always inaccurate."

Having immediate access to customer information significantly improves the sales process and customer satisfaction. Commence offers industrial companies complete "Freedom of Choice" to select the solutions and platform that best meets the business requirements of manufacturers and distributors. The comprehensive CRM Industrial application suite is available for use on premise or on-demand as a hosted service. Industrial leaders often build departmental CRM solutions with the award winning Commence Industrial CRM Framework. These choices are why so many industrial companies choose Commence as the solution for managing customer relationships. All Commence Industrial solutions support mobile or wireless connectivity and integration to back-office accounting and ERP systems.

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