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Financial Systems Group Manager, North American Financial Institution
Government & Public Sector
Trade & Logistics
Added on Tuesday May 01, 2012
Customer relationship management (CRM) has been identified as a key area of investment by chief executive officers (CEOs) in the coming five years, according to new research from Gartner.
According to the research body, both CEOs and chief information officers are increasingly placing emphasis on developing strong relationships with consumers.
"Effective leaders use technology to strengthen the customer experience regardless of the economic environment, and they see customers as the key factor in helping their business deliver growth and operational efficiency in 2012," said Gartner research director Jim Davies.
He also pointed out that social media is becoming an increasingly important aspect of consumer interaction and businesses who don't embrace the trend could be left behind.
"We recommend organizations view 2012 as a year to revisit their CRM strategy," Davies added, noting that new innovations in mobile, cloud, social and big data technology will force businesses to keep pace with change.
CRM workflow can be further enhanced by solutions that allow business leaders to quickly and easily access and interpret the information collected and stored in their CRM system.
The right solution can also make the document production process more efficient - using CRM data to populate standard templates can create a customised email, letter or invoice in a matter of seconds, without the risk of human error.