CRM must be 'truly customer-centric'

Customers must be engaged fully if their desires and wants from a company are truly recognised, according to a specialist and firm proponent of online hosted software.

Graham Mansfield, an expert in Web 2.0 and online applications for companies, explained in his Vanguard column that customer relationship management (CRM) and associated business management software must focus on the needs of the consumer wholly, with no half measures allowed.

He explained: "Loyalty plays a critical role in every customer interaction - at a point of sale, on a call with customer support, or when browsing an e-commerce site - and needs to blend into an organisation's sales, marketing, and service processes."

Mr Mansfield stressed that every customer interaction, however brief it may be, is a chance to promote loyalty and engage with consumers to increase up and cross-selling opportunities.

Businesses who struggle to integrate CRM into their working environment should ensure that nothing can be done to improve the situation before dropping it, according to David Taber in a recent article for Computer Weekly.

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