The findings are based on a survey of 1200 small businesses, which showed that a majority of companies (60 per cent) recognise the role that staff from across the organisation play in customer service. Despite this, 20 per cent have lost clients due to poor customer service.
Microsoft concludes from this that the lack of appropriate CRM technology is holding many small businesses back.
It uses further findings of the research to back this up:
Currently only 11 per cent of those surveyed have deployed CRM technology.
John Coulthard, director of small businesses for Microsoft, comments," compared to large organisations, small businesses really have a chance to come into their own when dealing with customers. To do so, it's vital that staff have access to reliable and up-to-date information on the customer's dealings with the firm."