CRM works

A large majority of businesses using customer relationship management (CRM) products say the technology given them true benefit and a notable return on investment, according to Aberdeen Group.

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By  Neil Denslow Published  April 24, 2003

A large majority of businesses using customer relationship management (CRM) products say the technology given them true benefit and a notable return on investment, according to Aberdeen Group.

The analyst house reached this conclusion following a survey of Siebel users. Aberdeen choose Siebel it was big enough and old enough to provide a pool of users with long term experience of using CRM.

Of the 325 companies surveyed, 95% indicated that they were satisfied with their CRM investment and will continue to use Siebel solutions. 73% also said they would add to or upgrade their CRM system in the next 12 months.

Most customers also noted specific benefits they had received from their CRM deployments, a majority pointed to productivity improvements in specific areas. For instance, sales productivity was reported to have reisn by an average of 17%, service and contact center productivity by 16%, and marketing productivity increased 12%. Operating costs declined by 10.4% for more than 87% of the customers surveyed, as well.

"This is the first study to evaluate the efficacy of CRM as a business solution based on a comprehensive sample of users," says Denis Pombriant, vice president & managing director, Customer Relationship Management, Aberdeen Group.

"Our research indicates that Siebel customers are getting the value they expect from their CRM investments. Most customers believe that their CRM technology is helping them to compete more effectively and generate larger revenues and profits as well as helping them to cut their overhead in ways that were difficult or impossible to accomplish before the introduction of their systems," he adds.

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