CRM 'needs to be combined with mobiles'

If a company is to retain its consumers, it must use customer relationship management (CRM) effectively - something which must cross the usual boundaries to be even more successful, it is claimed.

Paul Berney, the managing director for Europe at the Mobile Marketing Association, said that customer retention must be considered by workers in any industry using mobile internet, with CRM and associated business management software becoming more important to daily business.

"I suspect that within a lot of the media the focus has been upon mobile as being a channel all about advertising and promotion rather than understanding its role in terms of customer retention, CRM and customer service," he commented.

Creating more paths to make the buyer satisfied with their purchase or investment, Mr Berney explained that he has seen a major increase in the desire for companies to have instant customer feedback, exploit the increasing impatience of the average online consumer.

Econsultancy and Speed-Trap this year revealed that 83 per cent of businesses always put the customer first and foremost during decision making, emphasising how business management software can enhance the working environment.

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