The New Reality for Customer Engagement
CIOs currently planning and implementing new systems expect those systems to do more than do CIOs whose CRM applications are already installed and are in maintenance mode. Those currently implementing new systems were more likelyoften far more likelythan their maintenance-mode counterparts to expect their systems to deliver on their most critical business objectives. But actually delivering on those goals is a different matter entirely.
Ninety-three percent of CIOs currently implementing new CRM systems said that "better customer information "was a key objective, compared with 83 percent of those who have already installed their systems. Similarly,many more CIOs currently installing CRM applications cited such key objectives as better customer support (91 percent) and creating a seamless customer experience (79 percent)than did those already finished (78 percent and 67 percent, respectively).
At the same time, respondents who have installed systems are not uniformly pleased with the results. While several high-priority objectives have been fully or mostly achieved by many respondents such as better customer support (78 percent), better customer information (74 percent)and lead management (64 percent)only 43 percent of the respondents said they had fully or mostly achieved a seamless relationship with their customers, while only 36 percent fully or mostly achieved an increase in revenues.
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