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'Homegrown' CRM systems proving more popular than commercial CRM

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23rd Aug 2011
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UK companies say they value their customer relationship management (CRM) systems, but homegrown systems prove more popular than their commercially-available counterparts.

A survey of CRM systems commissioned by the Institute of Sales & Marketing Management (ISMM), the UK's association for sales professionals, found that 77% of organisations in the UK now use a CRM system, and of those 60% are either satisfied or very satisfied with their CRM system.
Of those not currently using CRM, 45% said that they plan to use a CRM system in the future and a further 34% said they were interested in CRM systems but needed more information about their value.
However, some 50% of those polled by the ISMM said that it was difficult to implement their CRM system. ‘Home-grown’ CRM systems were used by 30% of respondents and proved more popular than any of the commercially available CRM systems. Of these, however, the most popular were ACT!, Salesforce.com, Microsoft Dynamics, SAP, Goldmine, SageCRM, Siebel, Pivotal, and SugarCRM.
While 94 per cent of respondents said that they use CRM for contact management, the other key applications for CRM are contact management, opportunity management, sales analytics/forecasting, telesales/inside sales, customer service, lead generation, mobile working and territory management.
And while many users said that they use CRM to organise webinars and email campaigns, very few currently use ‘social CRM’ – for example, in terms of integration with LinkedIn, Twitter and Facebook.
Writing in the ISMM’s magazine, Winning Edge, Marc Beishon – a specialist writer on sales and marketing issues - commented: “Since CRM burst onto the software scene in the 1990s, there has been a good deal of fallout and consolidation in the market, and some user organisations are now on their third or fourth implementation, having switched suppliers and abandoned projects.
“But the market is now seen as a mature sector where the vast majority of larger companies are using a CRM system for at least some aspect of their operations in the spectrum of functions from frontline sales to marketing to customer service,” Beishon added.
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