The promise of software-as-a-service (SaaS) is that it is simple, quick, efficient and commoditised, but in reality SaaS can be just as complex to install and manage as major on-premise implementations.

Salesforce.com, for example, offers a platform that requires a significant amount of customisation, as well as investment in training for internal users to learn how to use it. This opens the way for thrid party consulting firms like Bluewolf to step in and offer their services.

Techworld caught up with Bluewolf's co-founder Eric Berridge on a recent visit to the UK, to find out how the company is helping its clients approach the problem from an end user perspective.

“Our whole model now is to bring services to our clients that help them understand what their customers are thinking. It's thinking from the outside in,” said Berridge.

“What they really have to deal with is, how are you going to increase that customer experience? How are you going to use a powerful database like Salesforce to get information in front of your customers that makes their buying process more efficient, that gives them a frictionless experience with your brand, and that ties them into you so that they're buying more product?”

Building customer relationships

Although it is generally recognised that upselling and cross-selling is more effective than acquiring new customers, and that managing relationships with existing clients is the original premise of CRM, the focus of sales is still too often on finding the next customer, according to Berridge.

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