However, they are constantly challenged by the need to support multiple local languages and cultures in the region.

Companies recognise the importance of management of customer relationships for continued business success and are now thinking about the customer relationship management (CRM) lifecycle beyond legacy CRM tools.

For instance, ZOHO Corporation has formed a joint venture in China and formed a partnership in Japan to ensure that its CRM product is customised to suit local needs.

Forrester emphasises the importance of local language support for core CRM capabilities and related services to successfully grow across the region.