Our latest survey gets to the heart of why companies are still making efforts to get the best out of their CRM and call centre management systems. Pat Sweet reports.
Light at the end of CRM tunnel - Part 2
| Part 1 | Part
3
In contrast, attracting new customers (3.50), improving customer
lifetime value (3.48) and increasing the number of products
held per customer (2.82) come much further down the list.
This suggests that when times are hard, companies concentrate
on getting back to the basics of fine-tuning what they already
do, rather than seeking new and possibly risky opportunities.
The sting in the tail, however, is how few organisations
are achieving even these relatively straightforward aims.
Just 4% of our sample reckon their CRM applications have been
‘very successful’ at delivering the expected benefits, rating
their efforts as a 5 on a 1-5 scale.
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