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Pat Sweet finds high levels of dissatisfaction among UK users of CRM systems as she reports on our latest research findings.
CRM hangover - Part 2 | Part 1 | Part 3
Last year’s survey showed that improving the lifetime value of customers was the number one goal in adopting a CRM strategy, with our respondents giving it an aggregated score of 4.28. In contrast, retaining existing customers (4.26) or attracting new customers (4.00) were viewed as less important considerations.
These findings supported the much-touted thesis that it is cheaper and easier for companies to sell additional or more expensive products or services to their current client base, rather than to look for ways of attracting new buyers.
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Consultants' Advisory 2002
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