Examining Contact Management In CRM




At the end of this chapter, readers should be able to:

v  Define Contact management.

v  Discover the reasons why contact management is being equated to CRM.

v  Identify the limitations of Contact management.

v  Identify how Contact Management can help organizations to serve their customers better.



Contact management is one functionality or application that is often confused for CRM. Many applications that complement CRM such as Goldmine, ACT! Are often confused as CRM; some have even confused Contact management with limited CRM functionality.


Contact management is a component of CRM but it is very different from CRM as the application called contact manager cannot be customized and has a limited capability for sales. It also has limited Data Synchronization, lack of integration with the legacy system. Contact management is also not scalable.


The goal that contact management sets to achieve is to provide views that are only limited to the contact history of your customers. It does not include the record of your past transactions with your customers. One immeasurable benefit of contact management is the ability to track complete contact information including name, company, phone numbers, address, website, email address and much more.


At times contact management can be used as storage management for keeping records of important conversions, commitment and meeting notes that the organization have with their customers.


There are many ways that contact management solution can improve sales efficiency and customer service. One of such that it will enable access to all relevant customer data across the enterprise to facilitate informed customer services and sales. Contact management allows the organization to share unified information about the customers as the front offices and back offices. This allows them to have access to customer information without delay.


It helps in designing and implementing new contact or commerce channels such as websites, portals, WAP and integrating them with the customer database. It will help the organization to open up channels through which management will help the organization. It will also serve as a repository for other channels that the customers are using to interact with the organization.


Contact management allows organizations to design and implement call centres with integrated access to the customer database. The call centres attend and resolve customer issues. One unique feature of a call centre in CCE is that they always resolve customer issues completely. A well-trained staff in a CCE will not go “to sleep” without resolving customer issues completely.


The management software can be used to find more details about your customers. It could help you to manage information such as their names, phone number and customer interaction history across multiple channels. Contact management can also be used as calendar management as it can be used to manage schedules and can act as E-mail clients.

contact management IN CRM

Contact management can bring about Return on Investment if it is designed to support customer selection, acquisition and retention processes, interfaces with central customer Database and delivers all relevant information to each contact channel. It will help the organization to know the relationship that their customer keeps, their likes and dislikes and use the pools of resources of the organization in meeting their customers at the right place with the right products and services.


From this chapter, we have been able to discover:

  • It is different from CRM as it cannot be customized and has fewer sales processes.
  • It only has historical records, but it does not have information about the transaction with the customers.
  • Contact management can be used to track contact information such as name, phone number and interaction history across multiple channels.


Brainstorming Session

  1. Define Contact Management?
  2. What are some of its features?
  3. Is it relevant to good CRM?
  4. As the overall Manager in charge of sim registration in GLO Nigeria, how can you turn information gathered from the just concluded mandatory sim registration into a pot of soup for your organisation?


Now tell us your own side of this story.

We would also like to hear what you feel about the topic we discussed today. Your feedback is very important to us. Feel free to drop your comments and recommendations. If you have a contrary opinion, you can drop that too.

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