E-Commerce Software & Services

Managing customers in the
new economy

AS DOTCOMS BURN through their start-up capital – and face up to a hardening climate for new investment – they are discovering that customers, and not the money markets, are the key to their future.

In a hugely competitive arena, with rivals just a mouse click away, unlocking the potential of customers is all about building and managing better relationships.

Customer relationship management (CRM) is an umbrella strategy for doing this: an all-inclusive programme for marshalling and deploying customer information to enable more effective service and so foster more frequent interactions.

Getting CRM right means re-thinking how every part of the organisation interacts with the customer. In a sector where technology has been in the driving seat, this demands a new and possibly unfamiliar approach, one that puts strategy before software.

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