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Maximizer, Vancouver, BC, Canada – Leading CRM solutions provider – Maximizer Services – commissioned analysis of research undertaken with three hundred small to mid-sized organizations to provide an independent benchmark on their experience in obtaining business value and success from their CRM solutions. The Benchmark Study, titled Measuring Value & Success from CRM, consists of two reports and a practitioner’s workbook, with Part I being published today, followed by Parts II and III in coming weeks.

 

In a move to help fill the knowledge gap on CRM usage by small to mid-sized organizations, the results provide a clear understanding of how this segment is deploying CRM, the objectives they are setting for their CRM investment and the main benefits and business outcomes they are gaining and measuring.

 

The study revealed that 84% of respondents regard ‘improving process efficiency’ as the primary business objective for their CRM deployments. This is a very clear tactical benefit from CRM solutions, delivering measurable hard cash savings. On the other hand, a significant minority – 31% – of respondents adopted the objective of strategic business growth and are putting CRM at the heart of their business. The research highlights the growing evolution of CRM, with businesses adopting the solution as the ‘go to’ platform for delivering customer experience and linking it with other IT systems. CRM is now being employed as a company-wide repository for customer intelligence, and that intelligence is used to drive growth in every aspect of the business. The study also looked at key benefits achieved by CRM and confirmed that the centralization of customer data is a key advantage as stated by 87% of respondents, with 70% also achieving improved data quality and value from their CRM.

 

Mike Richardson, Managing Director EMEA at Maximizer comments: “Too little is yet understood about the return-on-investment that small to mid-sized businesses are actually gaining from their CRM. However, there could not be a more appropriate time than the present to establish a success benchmark for this group – the sales techniques of the past have changed significantly; nowadays customers embark on a new ‘journey’ where they start with their own research. This means businesses need to be seen as informative and helpful as the customer progresses along their journey to purchase – CRM solutions have become the critical tool for understanding the customer and is the new hub to which all decision-driving company information is relayed.”

 

Alison Smith, Head of Marketing EMEA at Maximizer adds, “It is the intention that this annual benchmark report will be an important first move in filling the information gap for evaluating return on investment from CRM deployment. The aim of the peer evidence within the reports is to help small to medium businesses measure and deliver successful CRM that actively contributes to their growth. ”

 

Part I of the Maximizer study looks closely at the critical business objectives that small to mid-sized businesses typically have for their CRM investment and the top 5 key operating benefits that result from successful CRM. Part II of the study looks at the key product features and the top six business outcomes being achieved through the use of CRM. The third and final publication of the study is a practitioner’s guide providing a series of practical value and success measures based on the top strategic business objectives identified in the study.

 

To read the full ‘Measuring Value & Success from CRM’ Benchmark Report, click here.                                                                            

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For further press information, please contact Emma Ramsay at ThoughtSpark on:

+44 (0)207 402 0510

emma@thoughtsparkagency.com