James Cope, an advisor at Business Link, has emphasised its benefits, suggesting that applications of this type can tailor messages to the client and maximise the chances of a response.
He says that the software allows sales staff to write from templates but to target this message to the details about a customer that the company holds on its systems.
Mr Cope states that IT staff can be used by firms to customise open source CRM applications to their firm.
'There's a size for every company and it can do all sort of things. I would say it would be vital to have one,' he adds.
Recent research by the Chartered Institute of Marketing has found that one in five marketers believes CRM software provides the highest return on investment.
He says that the software allows sales staff to write from templates but to target this message to the details about a customer that the company holds on its systems.
Mr Cope states that IT staff can be used by firms to customise open source CRM applications to their firm.
'There's a size for every company and it can do all sort of things. I would say it would be vital to have one,' he adds.
Recent research by the Chartered Institute of Marketing has found that one in five marketers believes CRM software provides the highest return on investment.
