Question by lil_cougar1: Discuss how companies use technology to build customer relationships.?
Cite a specific example to illustrate how a company uses technology to build customer relationships.

Best answer:

Answer by Pendekar Laut
Through Customer Relationship Management (CRM).

“CRM is a business approach that provides sales, customer service, marketing, Digital Client, and reporting tools and techniques to support an organization’s business strategy.” (www.ismguide.com)

Each time a customer contact a company with an effective CRM system – whether by telephone, in a retail outlet or online – the customer should be recognized and should receive appropriate information and attention. CRM software provides advanced personalisation and customised solutions to customer demands, giving customers care staff a range of key information about each customer which can be applied to the transaction.

Basically, CRM involves a single comprehensive database that can be accessed from any of the points of contact with the customer.

Some of the uses of CRM technology:

- To increase customer retention, by learning more about what customers value about products, services, customer service, web experiences

- To predict customer buying behaviour

- To segment customers based on their relative profitability

- To give more consistent customer service accross the full range of new communication media and multiple points of contact between the customer and the organisation.

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