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Customer relationship management 'should be a priority'
Jun 24 2009, 23:34 PM
Business have been encouraged to make customer relationship management a priority during the current economic slump.
Kylie Beaufoy, a director at Hall Chadwick Marketing Communications, said the downturn could prove to be an opportunity for many firms.
This, she stated, is because it gives them a good chance to reconnect with their customers, provide the best service and quality, and market as well as they can.
Speaking to Business Day, Ms Beufoy suggested that looking at their customer profiles would be a good place to start, as they need to work to retain their existing business.
"The concept of value needs to expand beyond just economic value," she commented.
"Value can be created through customer satisfaction and relationship management."
Ms Beaufoy added that businesses are increasingly working to create added value to keep ahead of their competitors, as they need to offer more than low prices.
This echoes similar advice from the Marketing Innovation Group, which said that firms need to place their focus on customer retention during the global recession.
Read more about Experian QAS's data management requirements.
Written by Ian Paynton
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