Linking CRM, content management is key to pleasing customers

Destination CRM: For most retailers, interacting with customers is tricky business. Although the integration of the Internet and Web 2.0 into consumers' everyday lives brings additional opportunities for retailers to sell, the back end of each transaction also involves these additional touch points. Today's consumer may buy the latest music player online, but expects to be able to voice a problem over the phone and then return the product in a physical store, all while expecting the retailer to "remember" all the different interactions. Moreover, consumers demand a high level of relevant content and content access — it simply isn't acceptable to "get back to you" anymore.

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