Business internet service provider Star has launched an on-demand customer relationship management (CRM) service designed to offer companies of all sizes the chance to improve sales and marketing operations without a large initial investment.

Star CRM expands the firm's existing range of on-demand offerings, which includes business email, connectivity, hosting, networking, security and voice.

The new suite is built on Microsoft's popular Dynamics CRM software to provide the necessary tools to build a "customer-centric business philosophy", said Star.

Star CRM features modules for marketing automation, salesforce automation and customer service, alongside analytics technology to generate reports, all with the traditional benefits of a software-as-a-service solution, including accessibility, speedy return on investment and no upfront expenditure, according to the firm.

The product also offers a more user-friendly experience, as Dynamics enables users to work within the familiar Outlook interface, said Star.

Helen Rosen, a senior analyst with AMI-Partners, argued that CRM software can help UK firms unlock the potential in their customer base and thrive despite the downturn.

"There has never been a better time to implement a CRM solution, which will help ensure that a business is primed and ready to take advantage of accelerated growth opportunities when the economy picks up again," she said.

"Research has shown that those companies that invest in the appropriate technologies they need in a downturn will leave their competitors behind when the economy recovers."