Business benefits

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

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

Where the case studies come from

Avis UK eliminates the paperwork so customers aren't kept on hold

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Bupa's Heartbeat cures all

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Western Provident Association's Web site adds the personal touch

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Sytner Group drives up sales

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HSBC Bank saves by opening up the e-mail channel

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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. 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 Leading car rental company Avis operates in 112 countries and rents cars from more than 4,000 locations worldwide Bupa, which was established in 1947, is one of the UK's largest private health insurance providers. It has nearly four million customers around the world and employs 40,000 staff in the UK Healthcare provider Western Provident Association (WPA) was established nearly 100 years ago. It has more than half a million clients, providing a range of private medical insurance, dental plans and medical cash plans for individuals and corpoate subscribers Sytner is one of the UK's leading retailers of prestige and specialist cars. It operates 45 full-service dealerships throughout the country and has official manufacturer franchises for most up-market car brands A wholly-owned subsidiary of HSBC Holdings, HSBC Bank is one of the world's largest banking and financial services organisations. It has 6,500 offices in 78 countries and territories
This was last published in October 2003

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