It is perhaps not surprising to find such high levels of support among top management, as this research demonstrates a very strong link between CEM activity and business success. Indeed, among those with a comprehensive CEM programme, all of them have seen improvements to their business as a direct result.

The biggest improvements have been in customer satisfaction (68%), but companies have also enjoyed better customer loyalty (64%), customer retention (59%), repeat purchasing (50%) and increases in a customer's total spend (37%).

There is also a strong correlation between CEM efforts and increased profits for companies. Indeed, in addition the research shows more of those who have seen significant profit increases in the last 12 months have a CEM programme in place (81%), compared to those who have seen profits remain static (46%) or reduced (35%).