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The CRM 2.0 Report, published by Econsultancy in association with Speed-Trap, is based on an online survey of more than 500 companies.
The research looks at how customer relationship management is evolving and examines the extent to which organisations are able to integrate online and offline data to provide a more relevant and personalised customer experience, and drive better business performance.
We examine the extent to which companies are practising "CRM 2.0".
According to this research, there is a significant gap between what companies are doing in order to optimise and personalise the customer experience, and what they would like to do.
Highlights from the findings include:
-) The majority of companies are not yet able to integrate digital and offline marketing, as just 22% of respondents report that they can link online and offline data to optimise the user experience. Only 17% can link real-time and historic data and only 12% can carry out real-time personalisation based on behaviour.
-) Companies were asked to what extent they had implemented attributes of a CRM 2.0 strategy within their organisation. A third of companies (34%) say that they definitely (i.e. “very much so”) put their customers at the heart of their decision-making, while half (49%) say that this is only “somewhat” true for their organisation.
-) Only a fifth of companies (20%) say that they are definitely able to link data from the online channel with back office systems, compared to 45% who report that they are somewhat able to do this.
The report findings are divided into the following sections:
-) CRM 2.0
-) Implementing a CRM 2.0 Strategy
-) Data Collection
-) Intregration of online and offline data
-) Optimisation and personalisation
-) Barriers to data collection and integration
Download the free report sample to learn more.
- SAMPLE: CRM 2.0 Report 2009 (561 KB PDF)
- CRM 2.0 Report 2009 (1000 KB PDF)