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According to a recent study conducted by Aberdeen – “Tailor-Made CRM: Best Practices in Customization, Configuration, and Integration”, companies are making use of customizable applications and data collection technologies to customize and configure their applications so that these are tuned to company processes.An important finding was that “best-in-class” companies are much more likely to implement data integration for CRM than those that lag behind. CRM customization is driven by a desire to acquire and retain customers.

Best-in-Class companies said that they currently use data integration products (47 percent), contact management products (50 percent) and sales knowledge management products (38 percent) to “increase the effectiveness and functionality of the core CRM product.”