Revolutionise customer relations management - 09/2001

Large-scale deployment of corporate text messaging is about to hit the European market in a massive rollout of Customer Relations Management enhancementî says Duncan Smyth CEO from leading UK-based service provider 54zero Ltd.

ìText messaging is largely perceived as a consumer product exploited by a youth element as a social activity. Infact, to the corporate initiated, text messaging is the hottest new element in Customer Relations Management. Those companies that have quietly adopted text messaging as a technology platform for Customer Relations Management are keeping quiet to maintain a competitive advantage.î

Customer Relations Management, ëCRMí, is the new phraseology for what most of us have been doing for years - looking after our clients. CRM is about our total response to our clients needs. Putting aside all consideration of price, delivery and quality of our products and services our success ultimately hinges on how we communicate and interact with our clients. Good communications between a supplier and client in a fast-moving environment means that successful companies have to exploit not only traditional means of communication but assess how the proper use of new technology can enhance their relationship with the client base. This does not mean that new technology is adopted because it is fashionable or a competitor is offering it. The application must be of benefit to all the parties in the transaction. Above all it must be cost effective.

The reasons for adopting text messaging are simple:

- Itís cost effective; bulk messaging can cost as little as 3p/message
- 90% penetration of handsets in most European markets
- Itís instantaneous on most networks 24 hours a day
- Itís interactive - the recipient can respond immediately
- Itís proven technology with a long-life projection through current, 2.5G and 3G platforms
- Messages can be generated on an office PC network and broadcast or unicast on demand.

www.54zero.com