Tech savvy customers let down by sites

Firms must integrate BI and CRM

The failure of many UK firms to integrate business intelligence (BI) and multi-channel customer relationship management (CRM) technology is causing dissatisfaction among consumers.

That is the conclusion following a recent survey by analyst The Henley Centre, which found consumers are frustrated by many firms' failure to contact them using technologies such as instant messaging (IM) and SMS.

The survey of 1,000 consumers found 30 percent of those who shop online want to use IM to contact e-traders while half of mobile users wish to make transactions via SMS. It also found that 47 percent of respondents had switched service provider in the last year due to poor service.

Marcus Hickman, Managing director of The Henley Centre, said that demand for new channels of communication is not always being met. "There's a silent technology revolution happening and it is a chance for firms to differentiate by providing services through these new channels," he added.

Companies should link the data about customer preferences found in BI systems with CRM technology that helps to manage communications, Hickman argued.
Ruth Rowan of BT, which commissioned the research, said the telco had increased customer satisfaction and reduced the length of contact centre calls by integrating CRM and BI technology.