The customer relationship management (CRM) strategies that work for large companies won't always work for small businesses, according to Brent Leary, partner at CRM Essentials.
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"I still think a lot of small businesses are looking for the silver bullet, and not necessarily … getting the right package after doing the upfront work," said Leary. According to Leary, CRM is still about the right processes and having the right employees involved; the right technologies can help, but they aren't the entire answer.
Leary also discusses the importance of subscription models, why SMBs should consider marketing automation and why customer experience cannot be ignored when creating customer loyalty for small businesses. Listen to this podcast for more.
This was first published in February 2014