21st Century CRM and Customer Experience: Challenges and Benefits

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A major issue with CRM is that it is not a simple strategy that completely relies on technology alone, but the landscape is rather complex and punctured with pitfalls.

Growing customer knowledge and sophistication poses huge challenges before an organisation’s CRM efforts. This is because, today, customer empowerment and accessibility to information (including negative information) critically impacts the efficacy and receptiveness of CRM solutions. For example, if customers face trouble with issues like tech support, website usability, etc., there will be an immediate broadcast about the same across all the connected channels and communities. Even the smallest of CRM glitches get magnified tenfold, leading to massive, untold business losses. Other CRM functions are impacted too.

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