CRM applications are not all created equal. The maximum value you can derive from an application is limited by the features and functions it offers. Read on to learn about the characteristics of an "ideal CRM."

One of the roles of a good CRM is to enable more productive interactions with customers. In this context, "productive" refers to both employee efficiency and the richness of the interactions. To facilitate this productivity, the CRM must integrate with standard communication technologies, such as email and fax, to allow easy, rapid generation of messages to customers and to allow for automated event-driven and condition-driven generation of marketing and support campaigns.

An integrated online chat facility is another nice-to-have feature that allows employees to conduct realtime conversations with customers and prospects, without leaving the CRM. Email integration eliminates the need to cut-and-paste when creating email communications from existing data. This avoids the possibility of human error and it is a major time saver; and, as they say, time is money.