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Clients now have more realistic expectations of their CRM technology, according to a Consultants' Advisory panel of five consultant experts. Pat Sweet reports.
Back to the real world - Part 1 | Part 2 | Part 3
THE QUESTIONS |
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Q1. Which of the CRM software vendors stand out as technology innovators at the moment?
Q2. Do customers figure at the centre of business strategy, or do other metrics matter more?
Q3. How successful are companies at integrating multiple customer channels? Does the technology - or the requirement - exist to support this?
Q4. Is a strategy of integrating multiple channels more beneficial to the end consumer, or to the company, or CRM vendor?
Q5. Do companies really do any useful analysis of the data that comes out of CRM systems?
Q6. Has any organisation's investment in CRM technology produced demonstrably good customer management?
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Customer relationship management (CRM) systems have some way to go before they deliver all that is expected from them. And achieving success in this area has as much to do with addressing the organisational and cultural issues which the technology raises as selecting the right software.
These are the conclusions of five CRM consultancies we spoke to – market research specialists Hewson Group, niche consultancy Intellisys, B2B specialists JI Software, veterans Peppers & Rogers Europe, and newcomers C3@Caribiner.
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Consultants' Advisory 2001
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