Extending and enhancing the performance of corporate CRM systems is the top spending priority for technology bosses this year.
According to a survey of 200 chief information officers (CIOs) and 1,200 end-users at 500 organisations undertaken by Vodafone, some 46% of the CIOs questioned are keen to invest in their CRM applications.
Another 45% will assign budget to improving their data collection packages, while 44% will spend money on upgrading their database management systems. In a further sign that maintaining good customer service remains a key corporate goal, some 33% of CIOs planned to enhance their ecommerce applications and 21% said they were developing applications for customers to download.
Jonathan Rutherford, Vodafone UK’s head of large business marketing, said: "From the front line to the board room, apps that can improve customer service are the killer apps."
But there is a marked difference in proposed investment levels between large and mid-sized organisations. While 60% of firms with more than 10,000 staff are investing in integrating their CRM applications with other business systems, the figure falls to only 44.6% in companies with less than 1,000 employees.
Among the applications that end-users said that they would most benefit from in CRM terms, meanwhile, were process management, customer/supplier interfaces, and mobile inventory checking.