This finding suggests that some companies are employing little
more than a ‘finger in the wind’ when it comes to judging
how well their CRM application is performing against expectations.
It will be difficult for them to mount a convincing case for
further investment without a more stringent approach to assessing
costs and benefits.
These results come against a background where 60% of respondents
have had to customise their CRM system fairly substantially
to meet their needs – 36% report ‘moderate’ customisation,
with 24% making more substantial changes. In contrast, only
18% have put in CRM systems as they come out of the box, and
15% have made just ‘slight’ alterations. The overall picture
is one where companies are struggling to get CRM applications
to do what they want.
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