Increasingly we see organisations offering additional service channels, including social media and online technology. Whilst this is good in the sense of service availability and accessibility for the customer, it is critical that an integrated customer relationship management (CRM) is implemented across all available service channels.
According to data collected in the Fifth Quadrant 2010 Asia Contact Centre Industry Benchmarking Study, four in five organisations in Asia (79%) have implemented a CRM system of some kind. But how many of these organisations actually have an integrated CRM across ALL service channels? Perhaps less than half, as the majority of organisation’s CRM systems we have seen are antiquated and obsolete.
However, we know this is changing, recently the Tourism Authority of Thailand (TAT) (with their expansion on delivery channels to social media, online and mobile) have indicated that they will apply CRM across all channels. TAT's Thapanee Kiatphaibool said, "Good CRM will help us collect data to create more targeted marketing campaigns in future." Fantastic!
Other benefits of CRM include data that provides a better understanding of your customers, cost reductions, improved and customised levels of experience (engagement, retention, loyalty, repeat business), ultimately leading to greater revenue and profit for the organisation...
So what are you waiting for? Go on... Review your CRM > Upgrade/Replace > and Integrate. And continue this cycle regularly...
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