An overwhelming majority of businesses utilizing customer relationship management (CRM) products say the technology has yielded demonstrable benefits and produced notable investment returns for them, according to a new Aberdeen Group report based on the first large-scale quantitative CRM user survey of its kind.
To determine and document the benefits and returns experienced by a large population of CRM users, Aberdeen surveyed customers of Siebel Systems one of the earliest CRM market vendors and the installed base leader in CRM license sales. In addition to providing a sample size large enough to be statistically valid, Siebel's customers were able to provide a longer-term view on CRM value, since many were among the technology's early adopters. More than 325 customers provided detailed responses to the survey.
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