An interesting article at Brandweek reports the results from a recent study involving CRM (customer relationship marketing). It appears that while much resource has been put into CRM systems and efforts to capture and aggregate customer information over recent years, few organizations are fully capitalizing on the efforts.
Only 16% of reporting companies report themselves effective or extremely good when it comes to CRM and a full 31% say they do not do any data mining at all.
It is much easier and much more cost-effective to keep loyal customers than it is to find and get new customers so why do marketers fail at focusing on the customer part of CRM?
Do marketers not realize that their responsibility does not end once a sale is made?
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