Many businesses treat CRM systems as digital filing cabinets rather than growth enablers. This article, featuring insights from Eldon Bothma and Hayley Blane of Braintree, explores why CRM should be more than an operational tool—it should drive strategic value, measurable results, and long-term business growth. Learn how South African companies can close the CRM maturity gap by shifting from compliance-focused systems to smart, scalable customer engagement platforms powered by AI, automation, and data insights.
Tag: CRM for business growth
Trapped by tech? Avoid the CRM that costs more than money
Many South African companies find themselves trapped in a digital quicksand due to poorly executed CRM implementations that lead to costly, underperforming systems. Eldon Bothma and Hayley Blane from Braintree discuss the risks of choosing complex, feature-heavy CRM solutions without aligning them with business needs, leading to frustration and lost growth opportunities. Instead of focusing solely on technology, businesses should consider a strategic approach that prioritizes long-term scalability, clear objectives, and a phased implementation. By doing so, companies can unlock the true value of CRM systems, drive growth, and better position themselves for future advancements like AI and automation.