Downside of the automatic response, by CRM guru Prof. Stone
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Relationship marketing guru, Prof. Merlin Stone, has been appointed a non-executive director of ViewsCast. This new role will involve helping shape the company as well as dealing with all streams of publicity.

And he started by generating a stream of publicity. Commenting on his role, Stone said: "Currently, the CRM market is so inundated with immense amounts of data that there is no longer an emphasis on the true essence of CRM – the customer.

"The explosion of automated systems in the CRM market has resulted in service levels suffering. It is essential to bring the focus of CRM back to the customer and concentrate on the opinions that make a difference, by giving the customer a fast and reliable feedback mechanism."

The professor’s task at ViewsCast is to help the company expand and develop strategic partner relationships in co-operation with managing director Roy Sheridan. ViewsCast incorporates live customer feedback into corporate systems to contribute to customer retention.

Stone is the IBM professor of relationship marketing at Bristol Business School – a leading UK centre for academic research into relationship marketing and e-business. His consulting experience covers financial services, utilities, telecommunications, travel and transport, retailing, automotive, energy and IT. He is also the author of many articles and 20 books on marketing and customer service.

Stone is an executive consultant with IBM’s business innovation services, finance sector. He is also a director of QCi Ltd. His accreditations include being a Fellow of the Chartered Institute of Marketing as well as founding member of the Institute of Direct Marketing.

About ViewsCast
ViewsCast software provides real-time feedback on satisfaction, perceptions and preference. It provides immediate browser-based access to results and the ability to enhance CRM systems by incorporating direct customer feedback. Formed in 1999, the company is headquartered in Twickenham, UK.



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