By Greg Wilson
FrontRange forms local agreements in Kuwait, Oman, UAE, Saudi Arabia and Lebanon to bring its family of CRM products to the region's SMB segment.
Until now customer relationship management (CRM) software has strictly been for the high-end companies in the region. However, FrontRange Solutions is looking to capitalise on the emerging CRM opportunities in the small to medium business sector.
The CRM vendor has recently expanded its reach from its office in Kuwait with the succession of partner agreements in Kuwait, Saudi Arabia, Oman, the UAE and Lebanon.
“Industry studies recognise that it costs four times more to recruit new customers as opposed to retaining the one's we have skilfully, [consequently] the CRM segment is poised to expand exponentially around the globe in the next few years,” predicts Mohammad Shihan, business development manager, Middle East & Turkey, FrontRange Solutions.
According to Shihan, the Middle East offers rich pickings for FrontRange and its product family of SMB CRM tools. Core to the vendor’s suite of CRM solutions are HEAT, for the call centre market place and Goldmine, a sales force automation tool.
“The largest impact of [the CRM explosion] will be in the small and medium size business sectors, where the benefit of affordable, easy to implement, [easy to] use and easy to maintain software tools will drive continued customer retention and new customer growth,” explains Shihan.
However, to many companies in the SMB segment CRM is still a relatively new concept. FrontRange realises that it has a significant educational task on its hands, and is already planning a series of seminars and training courses to raise local awareness and skills.
The CRM vendor is also planning to put in place regional certification centres where users and partners will, “receive product skills as well as overall CRM training,” says Shihan.