CRM a Key Differentiator for the Buy Side

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Ian Murrin, Digiterre

Buy-side firms are using customer service levels as a means of attracting new assets and as a way of differentiating themselves from the competition, says Ian Murrin, CEO of Digiterre, a London-based provider of technology and software development services to the buy side.

According to Murrin, whereas in the past investors tended to fixate exclusively on performance as a way of separating one buy-side manager from another, now that rule no longer holds true. "I see enhanced levels of service as a