Improving customer service and retaining customers are the chief reasons companies are deploying customer relationship management initiatives, according to recent research from The Data Warehousing Institute. The institute surveyed individuals at more than 1,600 companies and found that the amount of customer data companies collect today is less 100,000 records and consists of traditional account and sales information. But in 12 months, the survey also notes that more than half the respondents polled (53 percent) plan to collect between 100,000 and 50 million records and use new sources of information such as demographic data, customer profile scores, customer service records, campaign responses, multimedia data and Web registration/sales data. The report also sheds light on which products companies are using to implement CRM. Based on answers supplied by 1,209 respondents, 22 percent of those surveyed said they were using analytical CRM applications from Congos, compared with 21 percent for Oracle and 19 percent for Business Objects. In databases, Oracle is being used by 57 percent of survey respondents, which compares with 26 percent for Microsoft and 17 percent for IBM.
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