CRM needed to 'fight specific challenges'

There are a number of issues which need to be addressed in the online environment with business management software, according to an expert in the industry.

Geoff Galat, the vice-president of marketing and product strategy at Tealeaf, explained that the web is home to "specific challenges" for businesses, meaning that while the shop floor makes it easier to observe customer behaviour, online creates a more challenging environment.

He continued: "The ability to have real-time visibility of what customers are actually seeing and doing on a website is therefore vital."

Mr Galat believes businesses should adopt customer relationship management (CRM) and customer experience management (CEM) to make each visit to a website as faultless as possible.

"Both CEM and CRM are important in their own right but can also be used together to help companies get a 360 degree view of online customer behaviour," the expert concluded.

According to a recent study by the Chartered Institute of Marketing's latest Marketing Trends Survey, one quarter of marketers (24 per cent) believe the best return-on-investment is delivered through CRM activities.

Small Business Management Software from Atlantic Global OnDemand.

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