What Is CRM Testing?

by Neil Kokemuller; Updated September 26, 2017
CRM uses a software-based application and testing helps ensure CRM program integration success.

Customer relationship management (CRM) is a company-wide business marketing system that helps an organization “enable its marketing departments to identify and target their best customers, manage marketing campaigns and generate quality leads for the sales team,” according to TechTarget.

Database Basics

CRM is a marketing model built on a database software application. A database application is used for the collection and analysis of key customer data for use in implementing targeted marketing and sales programs.

Testing Purpose

A testing phase is common to most major software applications, like CRM, used by organizations. Testing helps detect errors and optimize use of the application. CRM testing is critical to success of CRM initiatives according to independent bodies cited by the 2004 Destination CRM article “Why Should I Test My CRM Application?"

Delivery Versus Acceptance Testing

The Destination CRM article points out that delivery testing is performed by software vendors to ensure basic software bugs and errors are corrected. The accepting organization that uses the software must test for appropriate integration prior to massive implementation of its CRM program.

About the Author

Neil Kokemuller has been an active business, finance and education writer and content media website developer since 2007. He has been a college marketing professor since 2004. Kokemuller has additional professional experience in marketing, retail and small business. He holds a Master of Business Administration from Iowa State University.

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