Organisations 'may not be seeing true value of customers'

The importance of maintaining customer relationships with businesses and clients alike has been highlighted by an expert in the field of social networking.

Leon Benjamin, a social software, online community and web 2.0 practitioner and author of the social media inspired book Winning by Sharing, explained that many companies are stressing the importance of money being saved by the implementation of business management software.

However, many need to understand that different channels must be managed effectively to respond to different users, with social media in particular, such as Twitter, requiring a knowledge of the individuals embracing it and their demands of it.

"We are almost getting to the point with banks, for example, where not all customers are equal," he continued.

"For instance, if you've got customers who aren't returning a great deal of profit to you, they're not being offered large contact centre support, instead they're being directed to the web."

Prior to working with the government, Microsoft and BT, Mr Benjamin spent 20 years designing and delivering real-time financial service solutions, as well as telecoms and travel for blue chip companies.

Small Business Management Software from Atlantic Global OnDemand.

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