Business – 3.1 The nature of marketing – Customer relationship marketing (CRM) | e-Consult
3.1 The nature of marketing – Customer relationship marketing (CRM) (1 questions)
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| Aspect | Short‑Term Cost | Long‑Term Revenue Benefit |
| Data acquisition (surveys, purchase history) | £50,000 – £100,000 (setup & licensing) | £200,000 – £400,000 increase in repeat sales over 3 years |
| Data cleaning & integration | £30,000 – £60,000 (consultancy & staff time) | £120,000 – £250,000 from improved targeting efficiency |
| Ongoing maintenance | £10,000 per annum | £80,000 per annum in reduced churn and higher average order value |
While the figures illustrate typical ranges, actual outcomes depend on data quality, market conditions and the firm’s ability to translate insights into actionable campaigns. Projections are therefore estimates and should be reviewed regularly.