'Clarity needed' from CRM

Customer relationship management (CRM) software users may want to ensure they make everything as clear as possible in light of the increasing demands of the consumer, it has been said.

The comments were made by Frea O'Brien, the general manager of Customer First UK, responding to points by the Office of Fair Trading regarding the need for organisations such as banks to make things more transparent and restore confidence to the dented marketplace.

A market study carried out by the OFT found that customers were simply confused by the approach many banks take to customer services, emphasising the need for all organisations to use some form of business management software to prioritise clarity.

Ms O'Brien said this is a perfect example of the way the world is changing, as consumers are becoming more empowered and vocal, asking questions and demanding openness at every stage of a transaction or arrangement.

She added: "Businesses are now under increasing pressure to build up good customer service processes and loyalty in order to meet these key customer expectations."

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