Pertinent consumer information is 'a must' for business

The need for information about consumers being fed into customer relationship management (CRM) systems in an automatic way is of top importance to modern firms, according to an expert.

A piece for TMCnet explained that building a business is not based only on the quality of products but the relationship formed with customers, and that the more an organisation knows about them, the more it can cater for their "every unique need".

If a business can use information such as region, industry, organisation and even personal accomplishments, it can lead to a deeper conversation and may help in "providing kudos for an accomplishment to your prospect".

TMCnet added that this level of relationship builds trust and "may just be what is necessary to close the deal".

Nathan McDonald, managing partner at we are social, recently said that businesses must be able to communicate in real time if they are to match client desires.

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