Consistency is the key to CRM

Thank goodness writers like Rob Furber (Marketing Week October 26) are recommending that companies pay more attention to customers consistently across all communications channels before they start pouring millions into CRM systems. In a recent Database Group survey, we managed to put some interesting metrics on the situation.

In most sectors, the percentage of companies able to achieve multi-channel customer management consistency was – hearteningly – roughly double the proportion of companies actually implementing a CRM solution.

The retail sector scored highest on consistent customer treatment (35 per cent) and insurers came bottom (10 per cent).

Conversely, we should surely be disheartened that the highest-scoring sector comes in at only 35 per cent! CRM embraces the idea not only of intelligent, consistent customer service, but also of developing the value of customers through all-round understanding of their tastes, preferences and purchasing habits.

How do organisations think that they can reach such sophisticated goals if a huge majority still can’t even treat a customer the same whether they phone, visit the website, or write in.

Back to basics, I fear.

Neal Rimay-Muranyi


The Database Group


Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here