Study sees b-to-b direct marketers turning toward CRM models

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New York--A new survey sponsored by the Direct Marketing Association and produced by New York-based PricewaterhouseCoopers L.L.P., shows that companies are increasingly turning their b-to-b direct marketing efforts toward Customer Relationship Management models. More than one-fifth of 159 senior marketing execs polled by PricewaterhouseCoopers said their companies have developed an enterprisewide customer database, while nearly one-third plan to build one soon. About 55% of those polled said their companies have either fully or somewhat integrated their customer information across sales channels. The study also revealed that about 25% of companies polled employ advance routing software in their call centers. The study was the first of its kind sponsored by the DMA.
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