Staff misuse may reduce CRM benefits

Almost 25% of medium-sized UK companies have lost customers directly because of their poor use of customer relationship management (CRM) technology, according to a survey of 100 sales directors.

Almost 25% of medium-sized UK companies have lost customers directly because of their poor use of customer relationship management (CRM) technology, according to a survey of 100 sales directors.

The survey by Loudhouse Research for Microsoft Dynamics also found that less than 80% of sales staff used CRM systems effectively and that the key barrier to effective use of CRM was sales people being unwilling to change the way they worked (49%), or being resistant to unfamiliar technologies (37%).
 

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