Poor performance dogs CRM

Getting a better view of your customers is essential for you business growth but you may well find it hard to find technology out there to service your needs.

Getting a better view of your customers is essential for you business growth but you may well find it hard to find technology out there to service your needs.

Indeed, poor performance is slowing investment in customer relationship management (CRM) systems, according to a survey by independent analyst PMP Research.

Just a paltry 4% of CRM customers feel the technology has delivered on all its promises. Some 20% say they haven't gained any particular benefit from using them, while 56% are merely lukewarm about the advantages.

The elusive 'single view of a customer' is still eluding most companies; only 5% believe they have merged all customer channels and interactions successfully.

This lacklustre attitude to CRM is reflected by diminishing investment levels. The days of big spending on CRM have gone, suggests the research: 12% of the companies interviewed reckon they have spent £1-5m in the last three years, but just 2% anticipate future spending to hit this mark.

Overall, however, figures from IDC in August show the general CRM market growing nearly 9% a year.

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