While many firms toppled headlong into a terminal tailspin during the recession, TrackerRMS pulled off a remarkable triumph. According to David Alonso, Managing Director, the company more than stood its ground against the economic cannonade with demand for its all-in-one CRM solution flourishing.

With the downturn putting a growing number of snouts out of joint, more and more businesses reviewed their internal processes, placing an unprecedented opportunity in the hands of those, such as TrackerRMS, able to read the market. Alonso explained: "Clients are reviewing everything within their business from their IT systems to staff output. They are changing internal procedures around managing faults and order fulfilment to ensure customer service levels are being met while gaining maximum efficiency. Clients are looking for software applications that manage all aspects of the business in one place, not just a CRM tool that only manages their sales process. The need for intelligent software to support the telecoms industry is growing."

TrackerRMS' influence is felt in various ways. "Resellers with CRM platforms in place that do not offer order fulfilment, project, ticket and fault management are missing out on the all in one solution that they need," claims Alonso. "In many cases, clients are using multiple applications or a third party, meaning that the information is never cohesive. The result is less efficiency, no client and staff transparency which affects the overall communication within the teams. This can result in poor service to customers."

In the telecoms sector, Alonso has noted a real change as more comms firms consider supporting their internal processes with software. "As the recession hit harder, our clients reviewed their sales strategy and focused as much on renewal and incremental business as they did on new business opportunities," added Alonso. "In the good times, customer care was secondary to new business sales, but not any more. Loyalty, renewal and incremental businesses are primary objectives for any successful business."

The need for better account planning in all areas of the business and customer service is the key to the success of all resellers, believes Alonso. "The tough times to date have heaped real pressure on the telecoms sector, and huge importance should be placed on increasing customer loyalty and keeping existing clients from moving away," he said. "Relationship management is not simply the management of sales related clients. It is a role-based methodology that seeks to keep open communication with anyone in contact with a business at any time, from clients, management sales and operations teams. Having that extra client detail to close business or keep customers loyal could be the difference between thriving and not just surviving."

TrackerRMS forecasts impressive growth this year, driven by a need for CRM to change direction and deliver what the market wants. "Clients that have moved away from traditional CRM platforms are seeing huge benefits using just some of the basic system functionality, such as having access to log and view online tickets and statuses," noted Alonso. "They want their system to support their operations, faults and projects teams, as well as the sales teams."

TrackerRMS also provides its customers with the client insight and the sales force automation (SFA) to speed up the sales process. "Beyond the SFA, our in-built order fulfilment and client ticket management function makes our solution fit the needs of the market, and offers maximum RoI," added Alonso.