Social search and analytics essential to solving CRM shortcomings?

Social search and analytics software must be employed to plug the gaps left by traditional CRM systems so that marketers can build up a clear picture of their customers and prospects, analyst firm Ovum has warned.

At present, CRM systems in some organisations contain pertinent information about less than 25% of contacts, according to business social analytics software provider Trampoline Systems.

But this means that up to 75% of actionable information, which is "vital from a competitive and business survival aspect" was currently missing, said Richard Edwards, a principal analyst at Ovum. This situation had arisen not least because difficult economic circumstances had led many organisations to restructure their business, which meant that, in many cases, customer contact databases were no longer up to date.

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