Improved process efficiency is the most popular reason to deploy Customer Relationship Management (CRM) software, being cited by 84% of SMEs surveyed for a Benchmark Study by CRM solutions provider Maximizer Software.
Almost one third (31%) of the 300 European SMEs questioned also mentioned strategic business growth as a reason to adopt CRM.
The main benefits of a CRM system are thought to be centralisation of customer data (cited by 87% of respondents) and improved data quality and value (70%).
Maximizer Software says CRM has become the ‘go to’ platform for delivering customer experience and is increasingly being deployed as a company-wide repository for customer intelligence used to drive growth throughout the business.
To improve knowledge of how CRM is used in SMEs, Maximizer Software has produced a Benchmark Study, Measuring Value and Success from CRM.