CRM is seen as 'extremely important'

Customer relationship management (CRM) transformation is becoming a key differentiator in business as part of the battle to retain customers and grow faster than the opposition, according to a new survey.

The conclusion was drawn by Pegasystems, which explained that while this is a key trend, many businesses have still not risen to the challenge due to constraints put upon them by legacy CRM platforms, instead of embracing newer, hosted versions.

Amy Bethke, senior director of customer process management solutions at Pegasystems, asserted that 62 per cent of respondents saw that differentiating their value proposition via customer service as opposed to products was essential or very important.

She continued: "And this was reinforced by the fact that, as customers or consumers, an overwhelming 74 per cent were very likely or likely to buy more from a company as a result of service excellence that goes beyond expectations."

In a recent interview with the Belfast Telegraph, Oracle's Alistair McDonald said that CRM solutions provide tools which can, in nearly every case, help a company improve its way of managing customers or prospective future clients, and therefore revenue.

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