Social networking 'may drive CRM decisions'

Customer relationship management (CRM) and similar business management software may be becoming more influenced by the growing world of social networking, according to a major expert.

eMarketer explained that social networks are becoming a "key venue" for organisations to oversee their unfolding connection to clients and consumers on a regular basis and are thus adjusting towards this.

It said: "Twitter has emerged as a primary destination for customer comments and complaints.

"Consumers have quickly realised that Twitter has the potential to give them a larger voice than a blog or company-feedback Web page can."

Twitter's popularity was measured by a Nielsen rating used in conjunction with the eMarketer study, which saw the website rising in popularity by a whopping 1,928 per cent between June 2008 and June of this year, highlighting the ease of use many customers derive from it.

Last month, it was announced that Ladbrokes had adopted CRM as a means of offering better deals to its members and retain new users with greater ease.

Small Business Management Software from Atlantic Global OnDemand.

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