Despite the economic downturn, local companies are still investing in IT according to an IDC Asia Pacific advanced customer care and retention poll. The poll found that while some are freezing their investments, 37 percent of respondents still want to invest in IT products that help increase earnings.
Nearly half of the respondents saw the main value of customer care as a way to generate revenue.
IDC associate research director Linus Lai says local companies see customer care as essential to keeping customers happy and give them a competitive advantage over rivals.
“New advanced customer care tools such as customer analytics, customer database management and web-based tools are much more on the agenda for these types of companies. They tend to appreciate the value of customer targeting and engagement more than companies with a more reactive approach.”
He adds that the IT offerings can make a difference to how companies position themselves for the future.
“They may be the most important IT investment a company can make in today’s economic climate.”
According to IDC’s poll, the top business priority of more than half the companies surveyed was to increase earnings over cost control.
Nine out of 10 companies said they had increased their focus on the customer because of the economic downturn.