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CRM 'driving force behind brands'

Firms providing customer relationship management (CRM) services should remember that brands are driven and maintained through service and support, it has been claimed.

According to research carried out by customer service advice group DB Kay and CRM software provider Consona, increased use of the internet has redefined marketing and streamlined supply chains in recent years.

In a white paper, David Kay of DB Kay and Tim Hines of Consona commented that support makes customers successful, increasing a company's value to the customer, encouraging product use and driving loyalty, referrals, retention and repurchase.

"The executives that understand this new vision will stand out from the crowd and the teams that execute on this vision will prosper," the authors added.

Last week, CRM solutions provider Biz IT Pro stressed that investment in CRM solutions is increasingly important in the current economic climate as they allow companies to strengthen core business processes.
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