Use of CRM Systems Expanding: Harte-Hanks
Companies employing CRM are more focused on revenue history and are expanding internal access to customer data. They are not, however, measuring return on investment in great numbers.
According to a survey by Harte-Hanks, New York, Some 44% report no ROI measurements in 2002 compared to 32% in 2001. However, between 37% and 52% reported the use of at least one customer-based ROI-type metric such as improvements in customer service ratings, client retention rates and profitability tracking by customer. From 2001 to 2002, the use of such metrics grew by 17%.
“The future of CRM investment is dependent on how successful companies document and measure returns today,” said Gary Skidmore, president CRM, Harte-Hanks. “To justify the expense of CRM projects, even in phases, a variety of metrics will be important to ensure continuation of CRM programs, engage users and determine overall success.”
The survey also found that the use of CRM systems is expanding.
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