CRM is 'necessary with web audience'

If a business wants to hang onto customers in the online environment, they ought to adopt customer relationship management (CRM) to deal with differing expectations, it is asserted.

Louella Fernandes, in a special for ZDNet Asia, explained that customers are faced with a "dizzying array of products and services", and as such expect customisation and personalisation from their favoured companies whether it is from email, websites, mobile communications or social networking.

As a result, there is a major lowering of tolerance levels due to the impatience the online environment can encourage as another supplier can be one click away.

This means firms ought to look into business management software such as CRM to manage these demands, she explained.

CRM collates everything and without this facet, companies could be fighting a losing battle working in more traditional ways.

Ms Fernandes continued: "Such a fragmented approach is not only expensive to maintain and support but can lead to inconsistent and unclear - and often completely incorrect - communications."

This week, Frea O'Brien, the general manager of Customer First UK, responded to demands of clarity for consumers by the Office of Fair Trading by underlining the need for CRM in the workplace to respond to customer empowerment.

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