According to a new BT Business study of 4,000 firms, only 54 per cent of smaller businesses in the UK use customer data to understand their client base and improve customer service despite the challenges of the downturn.
Startlingly, only 16 per cent use Customer Relationship Management (CRM) software to help identify sales trends and plan cross-promotions, deals and loyalty initiatives. In fact, almost a third still rely on basic spreadsheets to manage customer information.
Chris Lindsay, General Manager at BT Business applications, commented on the findings: “By understanding wants, needs and buying patterns, businesses can tailor what they offer to give their customers exactly what they want. This will help firms to be more competitive, work through the recession and be in a better position for the upturn when it comes.”