Companies that have had bad experiences of CRM shouldn’t
be put off trying again, say our Round Table panel of four
consultants. Pat Sweet talks to
CSC’s Lynette Ferrara, Danny
Thomas of the Thomas Bamber Partnership, John
Stewart at Unisys, and Rob Brickle
of Bsquared Consulting.
Climbing back into the CRM saddle - Part 1
| Part 2 | Part
3
John Stewart: companies 'did' CRM because
it was fashionable
There is widespread disillusion with CRM applications. Companies’
early hopes of using the technology to cut costs whilst simultaneously
improving their customer service have given way to the realisation
that, once implemented, the software often makes very little
difference to the way they operate.
Yet some organisations are now starting to reap the anticipated
benefits – provided they are prepared to tackle the organisational
and change management requirements within CRM, as well as
the technical challenges.
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