Strategic objectives are realised when appropriate ICT solutions are in place. For customer relationship management, marketing and sales, it is CRM software that improves interaction with the market. Meanwhile, the term CRM has become a catch-all term for all forms of relationship management. Cloud CRM, ERP CRM, integrated CRM, accounting package CRM and free CRM are common.

All environments have advantages and disadvantages and it is often difficult to distinguish between them. In general, CRM packages that are fully Cloud-oriented are characterised by screens with a lot of white space and limited functionality. Heading information is predominant at the expense of customer data. This makes the overview difficult and results in a lot of searching and scrolling

Integrated, ERP and accounting package CRM are made for employees who work in a process-oriented way. The systems are less suitable for people who are in daily contact with relations. Looking up and entering data is cumbersome and the common complaint is that the crm system is not properly filled by the staff.
With free CRM, you can quickly run into restrictions and only small organizations benefit from it; although in the end nothing is free. Smart integration with Microsoft products and Back Office systems is rarely available.

CRM software market

Administrative CRM

Microsoft Dynamics, SAP and   Salesforce are parties that have developed CRM for the large business   market. The end user performs his/her tasks (role) according to precisely defined procedures and is obliged to fill the system correctly.

These systems are less suitable for self-managing teams or employees who are expected to respond flexibly to opportunities and changes. When selling these systems, management and board are seduced with dashboards and reports without taking into account the increase in day-to-day sales and marketing activities and the increase in administrative processes.

The experiences with the major suppliers are mixed. Microsoft and Salesforce are said to be consultancy products. At     SAP, it seems like CRM has been added as a necessary evil. It is certain that the implementation is a costly matter, that the results are disappointing and that in many cases the employees are dissatisfied because they have to work with a bureaucratic ICT system.

Archie CRM

Archie’s development has assumed that large organisations need systems where administrative processes prevail and that small organisations need the opposite and are growing through the use of systems for small working groups, such as, for example, Act! and Maximizer.

Archie CRM has chosen a central position between the large business market and small businesses. Input is not enforced but stimulated and the minimum layering gives groups between 10 and 300 employees relevant functionality and clout.

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