Manufacturers failing to reap full benefits from CRM software

Nearly half (45%) of the 100 organisations surveyed have either been only partially successful in realising the benefits sought, while 5% say they have seen no major benefits from implementing their CRM systems. Not one company felt it had been completely successful, although 50% said they had seen some real benefits from their CRM system. NCC believes the data shows that failure to deliver all the anticipated benefits is exacerbated by just over half (52%) of respondents not having an overall customer management strategy. NCC asserts that, irrespective of the technology deployed, this omission leads to a lack of direction. It points to the majority of respondents (62%) regarding an effective customer management strategy as much more important now than three years ago. Meanwhile, budgets for CRM appear to be holding up well in the recession, with 18% of organisations expecting to spend more than last year and 50% keeping expenditure at the same level. Only 12% expect to see a real terms cut in spending. Also, half the organisations interviewed are currently making changes or additions to their CRM implementation, with a further 30% planning to do so in the future – indicating a dogged determination to get this key aspect of business management right.