Automatic for the people: how to get the best from CRM

As automation in customer service grows in popularity, it’s time to ask what customer relationship management can do for you

‘There is an art in distinguishing between having enough human interaction with your customers and not wasting time’

Customer relationship management (CRM) is all about streamlining the way in which companies interact with their customers, but automation should be approached cautiously. Too little and companies won’t make the best use of their investment, too much and customers can feel undervalued and pushed aside.

“We get inquiries from time to time from people looking to automate the support process within their business with the use of chatbots. They do this because on a regular ...