Current CRM services fail to integrate and execute data that companies collect, research from the analyst firm has revealed.
Companies tend to segment data by demographics only, rather than more important factors such as spending habits, said Rebecca Ulph, senior analyst at Forrester Research.
"The main issue preventing companies using their CRM data properly is the lack of an integrated marketing database," she said. "Some companies have different departments that have the same system twice - communication needs to improve."
Firms need someone from the board to oversee the integration of customer databases. "It should not be left to the IT director to carry the entire responsibility, and budget, for the CRM system," Ulph said. "It is as much a marketing project as an IT project."