Those using customer relationship management (CRM) software with a high level of data quality must pair this with a strong element of consumer care, an organization asserts.
Derek Williams, customer service expert and chief executive officer of the WOW! Awards, recognizes the importance of this type of technology but warns businesses that it cannot operate as a substitute for dealing with people.
He states: "What has this got to do with customer service? Absolutely nothing. Not unless the people running that business are motivated and passionate enough to use that information in the right way."
It is important for companies to realise that these two systems must operate alongside one another in order for their advantages to be realized, he suggests.
Last month, research by the Sales Lead Management Association found that 87 per cent of small and medium-sized enterprises in the US are not satisfied with their existing CRM systems.