Social CRM 'must match individuality' of market

Customer loyalty has evolved beyond measure since the advent of the internet and a huge shift has particularly happened following the introduction of Web 2.0 applications, it is firmly believed.

Vanguard's Graham Mansfield explained how attitudes towards the service industry have changed from the seller's perspective, with many needing to go that extra mile to attract custom instead of waiting for buyers to come to them.

He said that small business management software is regularly used to adapt to seek out the best ways of interaction with the client, with such technology being able to detect things expert analysts may never see.

Mr Mansfield continued: "People today expect a personalised experience and they expect to be able to find the answers they want quickly. Customers also expect companies to demonstrate that they know who they are - and organisations that deliver get their business."

His comments follow those from eMarketer, which held a survey to find that social networks involved in Web 2.0 are a "key venue" for organisations wanting to appeal to new markets.

Small Business Management Software from Atlantic Global OnDemand.

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