The CSO Forum recently completed our annual benchmarking survey focusing on how companies are leveraging people, process and technology innovations to reinvent the way they sell to and service customers. Our latest review of these 202 Customer Relationship Management (CRM) initiatives brought the total number of projects we have surveyed over the past seven years to over 1400. But while the rush towards CRM continues to gain momentum, all that glitters is not gold. Consider the following. Of the fully implemented projects recently reviewed, only 30.7% reported achieving significant improvements. Of the remaining initiatives, 37.6% reported achieving only minor improvements in performance and 31.7% stated that there was no noticeable improvement at all.
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