Ultimately, your organization wants to satisfy the customer. Efficiently addressing customer requirements is one ways of ensuring that your customer is happy and remains loyal to your business. But, increasingly available information and customer choices result in a decrease in customer loyalty. New distribution and communication channels are indicated for complex customer interactions. Small and medium enterprises find that they can garner prohibitively expensive infrastructure by migrating to the cloud.

Centralization of enterprise information due to storage in the cloud has opened up new vistas for small and medium enterprises and created many more possibilities of reaching out the customer with different kinds of information. Customers can now be provided access to product information over the Internet. Time to respond to queries can be minimized. The centralization has further eased the process of creating customer self-service portals. Customers can now create, access and track support requests and obtain relevant information from White papers, articles, FAQs, user forum replies and a host of other related services that are made available over the Internet from the centralized online storage systems of the enterprise. Prices of products, user testimonials on products or even reviews of products can be made available to the user from the central data repository.

The cloud based customer relationship management functionality is helping organizations connect in real time with their customers. Orders can now be processed efficiently and updates on orders and order tracking systems can be implemented to keep customers informed and happy. Customer experience is being enhanced and monitored from first contact through the sales process and post sales services by storing real time information in the storage repository.  A number of automated tools are being integrated into the portal to collect, organize and manage leads or complete sales.

Marketing initiatives at the main office or the branch office receive a boost as effective messages can be delivered to appropriate audiences at appropriate times by marketing personnel who have the historical information for the enterprise or the region at their finger tips. Market trends and demand cycles can be evaluated from data that is automatically gathered in the portal and stored in the centralized data repository. The online data store facility is being used to push information into market and gather feedback for product or service improvement or to gather information on leads and potential customers for expanding the customer base.