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CRM systems 'must be integrated with human skills'

Rachel Wheeler Archive
Address data software such as customer relationship management (CRM) must be integrated smoothly with human skills, an expert asserts.

Mark Payne, a director at Genesys Telecommunications Laboratories, tells IT Web that the technology can enable companies to provide an extremely high level of consumer care.

He says that those firms rolling out address data software should not forget to deploy the human touch.

Businesses need to ask themselves if they are ready to implement and use the technological developments effectively, he suggests.

Mr Payne states: "With all the CRM, workforce management and interactive voice response (IVR) technologies available to contact centres, achieving a high level of customer service has never been easier."

It suggests that integrating people, processes and CRM technology can help to improve business performance.

Earlier this month, research by the Sales Lead Management Association found 87 per cent of small firms are not satisfied with their current CRM systems.