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When used correctly, CRM (Customer Relationship Management) software is a great way to store masses of information, manage accounts, spot trends and sell effectively.

However, incorrect use of a CRM system can be very damaging to a company’s reputation and your relationship with customers.

My colleague told me in his previous role he accidentally sent an email to Dear ‘Barry has died’, as the account manager had not deleted poor Barry’s record and had instead decided to leave what they thought was a helpful note under his first name