CRM needs highlighted by 'empowered consumers'

Customer relationship management (CRM) and similar business management software is more important than ever before, according to an expert in the technology.

"The online echo chamber has increased", said Geoff Galat, vice president of worldwide marketing for Tealeaf. He explained that the widespread use of social media is giving a "powerful voice" to consumers that "before were voiceless".

Mr Galat continued:"Brands need to ensure that they take steps to improve online customer experiences so that they remove the problems in the first place as well as monitoring what is being said."

He argued that meeting the expectations of the client through customer service is becoming more difficult and that the highly-competitive online world is proving that CRM is necessary as good customer service can become a "key differentiator" for businesses.

According to recent research from dotCommerce, most UK retailers are failing to exploit opportunities to integrate social media marketing and that only 42 per cent have some kind of social media presence, with just 12 per cent of these using more than one social media channel.

Small Business Management Software from Atlantic Global OnDemand.

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