Many organisations today have customer relationship management (CRM) strategies that are outdated.
So says Arthur Goldstuck, World Wide Worx MD, who will speak at the ITWeb CRM 2.0 Summit scheduled for 30 August at the Forum in Bryanston.
According to Goldstuck, this is a challenge because technologies such as social networking and the Internet have made responses to dissatisfaction happen in real-time.
In this way, the customer experience, whether good or bad, is broadcast instantly to a mass audience with implications that could seriously tarnish business, he points out.
Goldstuck believes instant CRM experience translates into businesses having to update CRM strategies to meet today's technology demands.
“The problem faced is whether they know how to address all the facets affecting CRM today, including the growing trend of social media, as a form of expression,” he notes.
Goldstuck says social media is an excellent vehicle for customer feedback and communications. However, he cautions that for the SME, it may be more dangerous to use social media badly than not to use it at all.
“If the decision-maker is uncomfortable with social media, it is best to avoid using it as a business tool,” says Goldstuck.
However, he continues, it is imperative that these decision-makers begin familiarising themselves with the concept, both from a networking point of view and as a business tool.
“Aside from jumping in blindly and messing up your reputation, the worst thing you can do is bury your head in the sand and think social media doesn't matter or will go away.”
The summit will feature expert and legal advice regarding the changing face of CRM as well as the implications of the Consumer Protection Act on CRM.
It will also provide businesses, including SMEs, with tools to equip them with what they need to do in order to keep up with the rapidly changing face of technology to have a highly effective CRM strategy.
For more information about the event and to book your seat, click here.
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