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David Jackson

David Jackson

Clicktools CEO Click to
Steve Hurst

Steve Hurst

Engage Business Media Editorial Director Click to
01st May 2014

Steve Hurst editorial director at Engage Customer and David Jackson chief executive officer at Clicktools demonstrate how customer feedback and CRM can combine to help deliver higher profits.

The growing recognition that customer experience is critical to business success has led to an increased focus on the collection of customer feedback across all touchpoints – and a renaissance in the role of CRM as an enterprise wide management and engagement tool.

After many years of underachievement CRM software is finally evolving to match the concept for which it was originally envisaged: management of all aspects of the customer across the customer life-cycle for a single view of the customer. Customer feedback is a critical part of that life-cycle and its integration into an overarching CRM system makes absolute sense. The C in CRM after all stands for Customer!

Steve Hurst from Engage Customer gives his overview of the CRM space as it enters the era of customer centricity before David Jackson from Clicktools, using case study examples from companies in the UK and US, examines the significant benefits of fully integrating feedback and CRM – and provide pointers to how organisations can do this most effectively.


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