CRM can be used to 'bring customers together with brand'

Businesses ought to take into account the need to relate to each customer as a single entity because the personal touch is much more desired in the current online marketplace, it is recommended.

Currently working with online resource John Lewis Direct, David Walmsley told MyCustomer.com that project management software such as customer relationship management (CRM) is indispensible in the current climate.

Enhancing their work with such technology, it may be a lot easier to communicate with the target audience, with the expert highlighting the real need for companies to be consistent with their high street brand, should they have one, given that many shoppers will visit both.

Mr Walmsley also noted that finer details such as language is also a major topic when it comes to online sales as there needs to be friendliness but professionalism due to the lack of face-to-face contact, noting that one formatting change at his own website created £1 million more in revenue.

His comments follow those made by Adam Honig of Innoveer Solutions last month, who said that CRM can collate demands to help a company continue to grow in the recession.

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