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Businesses Focus CRM Spending on Marketing
Businesses are expected to invest more in customer relationship management (CRM) technology over the next few years, but will shift their focus from customer service to marketing applications, according to a Jupiter Media Matrix study. Jupiter predicts that CRM spending will rise to $16.5 billion in 2006, the bulk of which will go toward analytical and marketing software. Companies will focus more on their existing customer information to improve offerings, says Jupiter. Of the $9.7 billion spent on CRM technology last year, 54 percent went toward customer service, according to the study.
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