Exceeding Customer Expectations: The Role of CRM
A study published in the Journal of Computer-Mediated Communication discussed the role of CRM and customer loyalty, and came to an interesting conclusion: While sophisticated Web sites – Web 2.0 – play a role in engaging consumers, their loyalty will not grow without the effective use of CRM. The study found that improving relations with customers meant increasing their empowerment and personalization. Addressing customer concerns promptly – and in public – yields empowerment, while making sure staff are equipped with similarly detailed knowledge about each consumer, and can easily access it, provides personalization.