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Reputations 'must be managed online' with CRM

22nd December 2008

Customer relationship management (CRM) users must harness its potential in managing their reputation online, according to an industry expert.

Neil Davey, the editor of My Customer, looked back on the last 12 months in business and reflected on them with some recommendations for CRM buyers, highlighting that brands are a major issue in the sector.

He said: "Either way, users must welcome brands into the fold and they must also be absolutely certain they are not going to be interrupting conversations.

"The key to this is providing information and content to advocates that is valuable and non-intrusive."

Mr Davey added that a move to conversational marketing is the best option as it provides better responses than just bombarding the customer with monologues as well as a more solid two-way relationship.

Call Centre Helper stated that CRM solutions must not stick to scripts, with workers being recommended to harness their own personal style when using the system to keep in touch with consumers.

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Centennial Software was acquired by FrontRange Solutions (www.frontrange.com) in April 2008. FrontRange Solutions develops Service Management, IT Infrastructure and Customer Relationship Management solutions that scale with the needs of mid-sized and distributed enterprises. The company – through its FrontRange, HEAT, GoldMine, Enteo and Centennial brands – offers a unique portfolio that has been chosen by more than 150,000 organizations worldwide to help improve the effectiveness and reduce the cost of interacting with external and internal customers.

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