Businesses 'derive great benefit from CRM'
Tuesday 8th December 2009
Businesses seeking a great return on investment should consider investing in customer relationship management (CRM), it has been claimed.
After a Chartered Institute of Marketing study found that the process is particularly popular among industry professionals, Business Link adviser James Cope also spoke of its benefits.
CRM solutions may be able to help those investing in email marketing and other online advertising to retain customers once they have attracted their interest.
Mr Cope commented that firms can use CRM to provide standardised interaction and "tailor the next message" to consumers, while also retaining key consumer information.
"Quite often a lot of the intelligence and contacts will be lost if a sales person is gone from an organisation," he stated.
"But if it's all being recorded and kept in the CRM, a colleague or a new person to the role can easily access the system."
According to a recent Chartered Institute of Marketing study, 21 per cent of sector professionals believe CRM offers the best return on investment.
Written by Mark Hainsby