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Pat Sweet finds that CRM is still widely regarded as a very high priority, despite first-generation disappointments.
Second time around - Part 2 | Part 1| Part 3
“The extent to which CRM investments are made on the basis of an intuitive assessment of their merits, instead of a clear financial business case, is surprising. It is also very revealing to find that most companies are still organised around product sets or regions rather than customers,” Nannetti acknowledges.
Blind date
These findings strongly suggest that many organisations have, until now, been going into CRM implementations on the basis of very little understanding of what they want to achieve in a strategic sense. Instead, most have demonstrated a blind faith that it will all somehow work out in the end.
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International Consultants' Guide 2002
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Market Overview