Managing customer relationships in the e‐business world: how to personalise computer relationships for increased profitability

Presents extensive research conducted over several years by Ovum researchers posing as customers into customer relationship management (CRM), call centre and e‐commerce strategies and the software required to support them. Aims to establish how companies in the UK can address the need to support multiple channels and where they can make improvements to serve their customers better. Concludes that almost all of the companies surveyed performed poorly and presents three essential insights that companies should take into account for improving CRM.