CRM fails to live up to hype

A recent report by the Butler Group claims that CRM has a long way to go before it even begins to live up to the industry hype.

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By  Matthew Southwell Published  July 31, 2001

A recent report by the Butler Group claims that while CRM can offer a significant competitive advantage to companies that are prepared to invest in the technology, it has a long way to go before it even begins to live up to the industry's hype.

“CRM should provide quantifiable benefits to organisations and their customers, it should help to improve the quality and relevance of customer relationships, but so far it has failed to achieve its key objectives," Andrew Kellett, senior research analyst, Butler Group.

The report states that “CRM deployments are known to have a high casualty,” and explains that this failure is, in part, is due to the fact that businesses that have tried to implement CRM often do so for the wrong reasons.

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