One in five (19%) top UK corporations have now demonstrated their commitment to customer relationship management by appointing a dedicated Head of CRM, a study by integrated marketing specialist GI Insight has found. This is a substantial increase on the proportion (14.5%) two years ago and represents a growth rate in dedicated CRM Directors of almost one third in the last two years.
The study also analyzed the number of Heads of CRM in total, including those that also have another main job, such as Marketing Director or Customer Services Director. The findings show that 48% of UK top 500 companies now employ a Head of CRM compared to 44% in 2005. These findings serve as a barometer of ‘CRM commitment’ and were compared to findings from 2005.
More detailed analysis of the study revealed a number of sectors that score particularly highly for appointing Heads of CRM. Three industries stand out from the crowd:
- Retail – of retail organizations appointing a Head of CRM, 52% of these are dedicated Heads of CRM. Because transactional data is so fundamental to customer relationship management in retail, the sector’s leading position for appointing dedicated Heads of CRM may well also reflect some of the ways in which retailers can use the data and analysis outputs that come out of their CRM programs.
- Media and entertainment – of media and entertainment organizations appointing a Head of CRM, 50% of these are dedicated Heads of CRM. This was entirely unexpected. Music labels, publishers, broadcasters, cinemas, and so on are, after all, mainstays of the above-the-line advertising industry. However, customer value is often much higher now than in the past. Newspapers are engaging their readers with a wide range of online and offline services, music publishers are also issuing games, technology, infotainment products and much more. And the culture of home entertainment has been vastly boosted by increasing levels of DVD viewing and television usage.
- Travel/leisure/hotel - of travel, leisure and hotel organizations appointing a Head of CRM, 46% are dedicated Heads of CRM. Businesses in this sector seem to be coming back into play as effective CRM players. This is a crucial return to form for the sector, seen in the 1980s as pioneers of loyalty and database marketing initiatives, but who slipped to the back of the pack in the 1990s and the early years of the new millennium.http://www.crmindustry.com/