Friday 9 November 2012
The customer relationship management (CRM) applications market picked up strongly during 2011, it has been reported.
According to International Data Corporation (IDC), CRM was one of the main drivers of the overall applications segment of commercial software, alongside collaborative apps.
Mary Wardley, programme vice president of CRM applications and customer experience, said the market experienced a rebound effect in 2011.
And this is being carried through well into 2012, she claimed.
"The 'century of the customer' has centred on increasing customer experience and, powered by social media, is motivating organisations to invest in their customer handling infrastructure," Ms Wardley stated.
"The move to interact with customers when, where and how they want, is changing the go-to-market strategies of many organisations."
She claimed that technology is now a requirement to be able to deliver consistency at scale.
Writing for BizCommunity.com, John Boe recently argued that firms cannot afford to take a one-size-fits-all approach to CRM.
He said it is important for businesses to tailor their approach according to the needs and expectations of individuals, based upon their profile.
Posted by Jenny Arthur