BOSTON, MA--(Marketwire - June 11, 2008) - Customizable applications and software developer
kits allow for better information management and data collection; as a
result, top organizations are using these technologies to customize and
configure their core CRM solution to mirror unique business processes. In
an increasingly competitive marketplace where companies are challenged to
obtain a 360-degree view of the customer, businesses are customizing CRM
solutions to integrate data from customer-facing groups, as well as
increase the level of internal visibility into sales processes. A recent
study, Tailor-Made CRM: Best Practices in Customization, Configuration, and
Integration, conducted by the Aberdeen Group, a Harte-Hanks Company (
NYSE:
HHS), revealed that Best-in-Class companies are 2.4 times more likely than
Laggards to leverage a data integration solution to support CRM
customization initiatives; the result is increased performance in data
entry, data retrieval, and ease of maintenance.
The top two objectives of an organization's CRM customization initiative
stem from the most fundamental of business drivers: to attain and keep
customers. The need to improve customer retention (36%) and the need to
improve customer acquisition (36%) were identified by all respondents as
the top two objectives of a customization initiative. Best-in-Class
companies indicated that they currently utilize data integration solutions
(47%), contact management solutions (50%) and sales knowledge management
solutions (38%) to increase the effectiveness and functionality of the core
CRM solution. As a result of technology implementation and integration,
Best-in-Class companies are more than 5 times as likely as Laggards to
experience year-over-year improvement in customer retention levels.
"Today's busy consumer expects a heightened level of customer service. The
result is a rapidly changing CRM landscape where the traditional
sales-centric use of CRM solutions will be supplemented by a number of
disparate data sources containing consumer information," explains Alex
Jefferies, Senior Research Associate at Aberdeen. "The ability to customize
the core CRM solution affords businesses the opportunity to directly weave
their unique business processes with third party data sources. In doing so,
companies enable sales representatives to have access to more than just the
contact information of a current client or prospect," concludes Jefferies.
The report demonstrates the value of collectively leveraging organizational
practices in process, performance measurement, knowledge management and
technology to provide a foundation for CRM success. By combining processes
for data sharing between customer-facing groups (47%) and dedicated CRM
support resources (47%), Best-in-Class compaines are able to maximize the
effectiveness of their sales force by customizing the CRM solution to match
unique business processes.
The research educates readers about the value of CRM customization and
configuration initiatives. The report also identifies Best-in-Class
performance as a result of CRM customization compared to the Industry
Average and Laggards and the difference in capabilities and technology use
among maturity classes.
A complimentary copy of this report is made available due in part by the
following underwriters: Bluewolf and SugarCRM. To obtain a complimentary
copy of the report, visit:
http://www.aberdeen.com/link/sponsor.asp?cid=4651.
About Aberdeen Group, a Harte-Hanks Company
Aberdeen is a leading provider of fact-based research and market
intelligence that delivers demonstrable results. Having benchmarked more
than 30,000 companies in the past two years, Aberdeen is uniquely
positioned to educate users to action: driving market awareness, creating
demand, enabling sales, and delivering meaningful return-on-investment
analysis. As the trusted advisor to the global technology markets,
corporations turn to AberdeenTM for insights that drive decisions.
As a Harte-Hanks Company, Aberdeen plays a key role of putting content in
context for the global direct and targeted marketing company. Aberdeen's
analytical and independent view of the "customer optimization" process of
Harte-Hanks (Information - Opportunity - Insight - Engagement -
Interaction) extends the client value and accentuates the strategic role
Harte-Hanks brings to the market. For additional information, visit
Aberdeen
http://www.aberdeen.com or call (617) 723-7890, or to learn more
about Harte-Hanks, call (800) 456-9748 or go to
http://www.harte-hanks.com.
© 2008 AberdeenGroup, Inc., a Harte-Hanks Company
451 D Street, Suite 710
Boston, Massachusetts 02210-1928
Telephone: (617)854-5200
Fax: (617) 723-7897
www.aberdeen.com
Contact Information: Media Contact:
Alex Jefferies
Aberdeen Harte-Hanks
(617) 854-5337
alex.jefferies@aberdeen.com