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implementation you'll begin to see a
better return for your business through better business processes
and increased clientele.
Current CRM Track Record
Since CRM strategy must be different for each business, track
records are hard to define. Businesses that seemingly have the most
to gain from CRM are retailers. Many large retailers have
implemented CRM with high hopes of meeting the personal advantages
of small retailers and specialty shops, craving the cost advantages of
greater market segmentation and exploitation. European marketers,
unfamiliar with the sophisticated media marketing of American
retailers, all think that CRM strategies are necessary. Only about
17% of European retailers don't currently run a CRM program. But of
the 83% who do, over 76% say they are disappointed.
American retailers are much more
cautious about implementing CRM and consequently have had a greater
percentage of success. Of the 35% of American retailers without a
CRM strategy, over 37% say they have no cause for one. Of the 65%
of American retailers who have implemented CRM, 37% of those say
that CRM benefits have exceeded expectations.
These figures indicate that,
correctly implemented, customer relationship management could be
beneficial if the business understands its market, calculates
variables correctly and is diligent about managing change. If
current or future issues require a business system change, it is
important to consider implementing CRM along with other management,
personnel and procedural changes. --J.D. Kinney
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