CRM investment continues despite dissatisfaction

Many companies believe their investments in customer relationship management (CRM) systems are not delivering business value, but few have any metrics in place a study by PMP Research shows.

Many companies believe their investments in customer relationship management (CRM) systems are not delivering business value, but few have any metrics in place a study by PMP Research shows.

According to the research commissioned by the Evaluation Centre, 42% of more than 100 organisations polled said CRM systems had achieved only partial success and limited business benefits.

A further 11% have seen no major benefits and 4% said their CRM implementations had been a failure. Only 37% said the business had seen some clear benefits and a mere 4% said their CRM implementations had been successful.

However, the research found the responses were largely subjective because only 30% of companies interviewed regularly measured their CRM system against agreed criteria to determine if the expected benefits are being achieved.

Despite the perceived low levels of success, the study also found that companies are not giving up on CRM. Most respondents (83%) said an effective customer relationship strategy was more essential now than three years ago and 78% said they were planning to make additions or changes to their CRM implementations to realise more benefits.

Respondents said the top reason for adopting CRM technology was to provide better strategic information to functional areas in the business such as sales and marketing. This was followed by the desire to improve customer satisfaction and customer retention.

Comment on this article: computer.weekly@rbi.co.uk

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