More Firms Use CRM, But Many Suffer Failures

摘要

E-commerce analysts are finding that while more companies are implementing customer relationship management (CRM) to increase business, their CRM efforts often fail. A new report from The Conference Board found that 52 percent of 96 global firms surveyed have implemented a CRM system or solution. Most (94 percent) did so to increase customer retention/loyalty, while 77 percent sought to respond effectively to competitive pressures, and 73 percent implemented CRM to differentiate themselves competitively based on customer service superiority.