CRM in Emerging Markets

Mark J

Updated · Jan 26, 2010

Social networking solutions can help companies improve customer satisfaction rates worldwide.

According to’s Chris Kanaracus, an Accenture survey has found that customer satisfaction rates in emerging markets are far behind those in Europe and North America, particularly online — which makes them a particularly attractive target for new products from CRM vendors like RightNow and

"Salesforce’s Answers technology, for example, lets companies create a website for customers to answer each other’s questions and rate the responses," Kanaracus writes. "The company can then pull the most popular answers into Salesforce’s knowledge base, where customers or call center agents can use the information to resolve questions faster."

"Products like Answers reflect an emerging bridge between social media, CRM and product lifecycle management (PLM)," Kanaracus adds.

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