Technology can provide value to the customer relationship efforts. Learn how business can benefit from technology in customer relations.

Clients research online about a product or service before taking any action. According to research conducted by Google, 88% of customers are researching online before actually buying the product. With increasing digital interactions, businesses have to integrate technology to better serve their customers. Importantly, brands should start incorporating technology in customer relations. Technology helps businesses to meet customers’ needs quickly and efficiently. There are a few technologies that should be employed in any business.

1. Customer Relationship Management System (CRM)

CRM systems are an integrated solution for businesses interested in using technology. They compile data from various sources & captures entire user journey. Additionally, they act like a central repository of customer interactions. This helps in keeping all internal departments on the same page. CRM systems are used for tracking, performance analysis, segmentation, customer service, etc. According to reports, CRM can increase customer and client satisfaction by 35%.

2. Automation

As any expert will tell, there are many moving parts in a customer’s lifecycle. A typical customer interacts with marketing, sales, and customer service teams. Add the digital activity of the customer, and the equation becomes complex. It can be hard to provide a tailored experience for every customer.

Instead of manual support, Businesses can leverage technology to provide information. Processes like abandoned cart emails, order confirmation, delivery information, product updates, etc. can be easily automated. It allows you to focus more time and energy on the customer, providing optimal service.

3. Artificial Intelligence (AI)

Artificial Intelligence can be utilized to enhance the customer experience in every way. Currently, AI is used from buying digital media to extracting sentiment from real-time customer feedbacks. Businesses also use AI to learn customer behaviour and model future requirements. Existing customer data can be used to mine business insights & understand customer expectations. It can help improve existing business processes and user satisfaction.


The phrase “Be where your customers are” – is now relevant more than ever. Reaching out to clients in their preferred medium enriches user experience. In a hyper-connected world, Brands need to rethink customer relations.

Thinking from a “Customer-first” approach can help in making the decision. Often businesses get drawn into the latest technology fad. Trying to force-fit customer experience in a new approach may be futile. Brands have to reverse-engineer their technology to customers’ needs. To summarize, Technology can enhance customer relations in every way when it is used correctly.

Some ways in which technology can improve customer relations

  • Businesses can easily automate repetitive tasks and focus more time on optimizing service
  • Real-time data collection and analysis can help in planning and forecasting trends
  • Centralized systems ensures that internal departments are in sync with customer stage
  • Businesses can serve large number of customers with a right mix of technology and human touch
  • Processes like segmentation, testing, personalization can add exponential service value

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