CRM 'delivers best ROI'

While advertising is being turned away as a sure-fire method of getting a return on investment, a new survey has found that customer relationship management (CRM) is serving as an alternative to this.

David Thorp, the director of research and professional development at the Chartered Institute of Marketing, said that as belts tighten, it has become clear that marketing spend on advertising is under a lot of pressure.

However, he explained that it is "refreshing" to see major investment in CRM systems, which deliver valuable information on the customer's needs.

As a result of this, marketers are "able to wisely concentrate their spend in the most effective activities" and work towards a solid goal in the future, Mr Thorp asserted.

He added: "I'm convinced this more professional approach will stand them in good stead when the economy recovers."

This opinion is also held by Darren Mercieca, who said that CRM gives companies a major insight into the buying patterns while delivering scope for offers and deals in the future, when new services are introduced.

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