08 Dec 2009

CRM a 'positive investment for firms'

Customer research management (CRM) provides a benefit for businesses in terms of return on investment and managing consumer data, it has been claimed.

Business Link adviser James Cope said CRM can provide standardised interaction between companies are their clients, providing a more professional reputation and ensuring all information is logged.

He commented: "CRM systems don't have to be expensive. Yes, there are big expensive ones, but there are open source CRM that you can get that are free and just need a bit of customisation."

According to the latest Marketing Trends Survey for autumn 2009 from the Chartered Institute of Marketing, CRM is used by 77 per cent of the respondents and accounts for an average of ten per cent of overall marketing spend.

In addition, an increasing proportion are seeing potentially positive impacts of the economic downturn - over a third (36 per cent) now say the recession is opening up lots of opportunities for their company.