|
The constant emergence of new technology – most recently web services and web portals – is in danger of distracting CRM users from their main business aims, according to our panel of market experts. Pat Sweet reports.
Blinded by technology - Part 2 | Part 1 | Part 3
|
|
|
Reg Price: security is key component
|
MARKET SPECIALIST:
CRM Group UK
Interviewee: Reg Price, managing director.
Q1: Achieving value.
A: Few CRM projects fail outright – but they frequently fail to meet expectations. The problem lies with both providers and clients, and with how expectations are formed in the first instance. CRM providers tend to accentuate the best-practice returns and the speed of payback, while clients frequently underestimate or ignore the amount of organisational effort, change and commitment needed to maximise the return from CRM.
As a result, returns are often
sub-optimal and unrealistic expectations are not met. There has been plenty of success in CRM, but it has mostly been in reducing the cost to serve customers. Definite, measurable gains have been made in this area, but much more can be done.
The greatest potential returns by far come from increasing the customer spend and improving customer longevity. To address this properly requires sales, marketing, finance and IT to come together around the customer.
Read the rest of this article...
If you are not registered with the site, please register now to read the rest of this page.
If you are registered, please sign in to read the rest of this page.
Consultants' Advisory 2002
Copyright © 2002 |
 |
| 
