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CRM strategies delivering single citizen view 'crucial' to economic recovery
May 27 2009, 08:29 AM
Customers failing to invest in customer relationship management (CRM) strategies that provide a single citizen view because of ongoing financial difficulties will suffer in the long-run.
That is according to a new report from market analyst Gartner, which suggested that those businesses cutting back on CRM investment at present will delay perceived benefits by at least 12 months after the economy recovers.
However, the research company suggested that 40 per cent of enterprises will use the current economic downturn as an opportunity to prepare for post-recovery growth through the effective use of CRM initiatives.
Scott Nelson, managing vice president at Gartner, warned businesses not to think about cutting CRM investment "just because times are tough".
"Companies need to think in terms of spending smarter, not spending less," he suggested.
"There are zero, or low-cost strategies that can be implemented now that can make all the difference, generate competitive differentiation and not draw the attention of the chief financial officer."
Earlier this month, a report by Return Path found that businesses must ensure high levels of data quality if they are to be capable of best-practice direct marketing campaigns.
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