CRM software in Australia

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution

Abstract

Customer management software is an important component of both analytical and operational CRM implementations. Demand for CRM software appears to be rebounding in the Australian marketplace, after a period of decline at the turn of the century. Our research shows that a large proportion of Australian companies are undeveloped in terms of their application of software to support customer management. Less than 40% of companies use CRM software to support their customer management strategies. When it is used, software more commonly supports customer retention and development than customer acquisition. Companies that do employ software are generally satisfied with its return on investment. The performance of the software in meeting companies’ expectations of customer retention is a statistically significant predictor of profitability. We conclude that the intelligent adoption and deployment of CRM software can yield improvements in profitability.
Original languageEnglish
Title of host publicationANZMAC 2004
Subtitle of host publicationproceedings : marketing accountabilities and responsibilities
Place of PublicationWellington, New Zealand
PublisherVictoria University of Wellington
Pages1-7
Number of pages7
ISBN (Print)0475222151
Publication statusPublished - 2004
EventAustralian and New Zealand Marketing Academy Conference (2004) - Wellington, New Zealand
Duration: 29 Nov 20041 Dec 2004

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference (2004)
CityWellington, New Zealand
Period29/11/041/12/04

Keywords

  • CRM
  • software
  • customer acquisition
  • retention and development

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