Integrating CRM is vital for loyalty

CRM applications enable companies to satisfy a customer’s unspoken needs and forge personal relationships. But when companies fail to integrate their off-line and on-line data in real-time, it’s nothing but customer service mismanagement. That’s the conclusion Cupertino, Calif.-based Chordiant Software reached after tracking how 10 of the top 100 financial services companies responded to credit card applications placed on-line and through call centres.