Monday, 10th August 2009, 18:00:00
Ecommerce businesses looking for the best way to expand their operations have been advised that using customer relationship management (CRM) may be the best way of doing so.
A new survey conducted by Ipsos MORI for the Chartered Institute of Marketing has revealed that CRM activities are seen by industry professionals as the marketing tool which offers the best return on investment.
According to governmental support service Business Link, CRM measures offer those looking to sell online a means of examining the buying pattern of existing customers and tailoring future business activity to their needs.
This could, for example, allow a company to tailor their online store in accordance with known preferences on payment methods and buying habits and allow future products to be aimed more directly at an identifiable market.
Darren Mercieca, Business Link adviser, said: "We are finding that organisations are perhaps looking for new customers when in fact with an effective CRM process in place they could grow the business with their existing customers."
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