The way a business interacts with its customers is key to keeping them coming back to you. Roisin Woolnough looks at five successful CRM implementations

Customer relationship management (CRM) gets a bad press. Many investors and organisations are sceptical about the benefits of CRM tools, put off by numerous recent high-profile cases of unsuccessful implementations. Despite these corporate doubts, CRM is an ever increasing phenomenon. IT analysis company Aberdeen Group estimates that the global CRM market will grow from $13.45bn (£9.3bn) in 2001 to $27.76 bn in 2005. The US is the biggest spender on CRM, with the UK taking second place.

Last year, Aberdeen Group set out to find examples of where CRM has helped business. The result was its report What Works in Europe: success stories in customer relationship management. Its analysts looked for demonstrations of CRM implementation excellence, regardless of conventional yardsticks such as company size or market share.

Many healthcare, automative, financial, IT and utilities sectors have deployed CRM solutions effectively. The Aberdeen analysts found that success was generally determined by good communication between suppliers and customers. Those companies which invest in a CRM system that promises a quick return on investment and understand how to overhaul customer-facing business processes stand a greater chance of success.

Aberdeen Group and Computer Weekly have put together five examples of companies that have successfully installed CRM systems.

Where the case studies come from
Aberdeen Group is a leading IT market analysis and positioning services company that helps IT suppliers establish leadership in emerging markets. Further information on the customer relationship management report What Works in Europe, go to www.aberdeen.com

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This was first published in October 2003

 

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