Digicom Systems forms CRM business unit

Saudi-based system integrator, adds Microsoft’s CRM applications to its existing enterprise resource planning (ERP) and enterprise asset management (EAM) product portfolio.

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By  Greg Wilson Published  November 17, 2002

Saudi-based system integrator, Digicom Systems is adding a customer relationship management (CRM) division to its business. The company has added Microsoft’s CRM applications to its existing enterprise resource planning (ERP) and enterprise asset management (EAM) product portfolio.

“Digicom Systems CRM Unit has just completed participation in Microsoft Open Door and Business Forum in both Riyadh and Jeddah city, where it showcased Microsoft’s customer relationship management System (CRM) which helps user customers achieve their customer acquisition, retention, and service goals through robust customer relationship management technology and processes,” explains Essam Albakr, vice president of Digicom Systems.

“By enabling businesses to collect and analyse customer information, CRM users help them better understand and service their clients and more accurately project customer needs,” he adds.

According to Gartner Group, Microsoft’s CRM application suite is likely to prove popular with SMBs, as many of them are already Microsoft-centric organisations, which place a high value on technology reliability and stability.

“The initial CRM suite will be a no-frills application built for the Microsoft user, with the advantages and challenges that implies,” states a Gartner Group research note released earlier this year.

However, Microsoft could find it challenging to win accounts that need more than basic functionality, such as building in workflow processes or sales team alignment.

Furthermore, enterprises that have integration needs outside of the Microsoft environment, have complex sales and service models or require advanced CRM functions such as configuration, content management, personalisation and relationship optimisation “won’t find those capabilities in Microsoft CRM,” continues the research note.

The CRM application suite sits alongside the rest of Microsoft Business Solutions’ product portfolio, which includes the E-Enterprise ERP suite and the recently acquired Navision products. The enlarged product family is vital as competition in the local business software market becomes increasingly fierce.

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