28th May 2002

How Much Are Customer Relationship Management Capabilities Really Worth? What Every CEO Should Know

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Accenture has produced a rich body of research that quantifies the impact of Customer Relationship Management capabilities on financial performance.

The research shows that investing in a small but select number of marketing, sales and customer service capabilities can have huge impact on a companys bottom line. In fact, differences in performance in executing CRM capabilities account for roughly half the difference in financial performance between top and average performers. The research shows that companies which enjoy the highest profitability in their industries are those that have invested in developing a very specific set of CRM capabilities—revealing for the first time, the capabilities that contribute the most to the bottom line. By Accenture

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