Business and Technology Strategies for More-Profitable Customer Relationships - Vision for CRM

CRM budgets are less protected. So far, CRM has survived the economic slowdown, but pressure is building. CRM is dangerous. Failure rates are rising, mistakes will be seen by everyone and the impact on the enterprise will be greater. CRM is still a fantasy in most enterprises. CRM done at a department level suboptimizes the customer relationship. CRM can provide a fundamental competitive advantage. Those enterprises that succeed are reaping substantial long-term benefits. CRM should benefit both the supplier and customer. Few initiatives provide any benefit to the customer. CRM is not just about creating a unified view of......
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Business and Technology Strategies for More-Profitable Customer Relationships - Vision for CRMGartnerCRMVision:BusinessandTechnologyStrategiesforMoreProfitableCustomerRelationships Ed Thompson Conclusions • CRM budgets are less protected. So far, CRM has survived the economic slowdown, but pressure is building. • CRM is dangerous. Failure rates are rising, mistakes will be seen by everyone and the impact on the enterprise will be greater. • CRM is still a fantasy in most enterprises. CRM done at a department level suboptimizes the customer relationship. • CRM can provide a fundamental competitive advantage. Those enterprises that succeed are reaping substantial long-term benefits. • CRM should benefit both the supplier and customer. Few initiatives provide any benefit to the customer. • CRM is not just about creating a unified view of the customer. The customer would like a unified view of the supplier too. • CRM will evolve beyond customers. The future of CRM will include a greater focus on employees, partners and prospects.These slides are for internal use only. External use of Gartner copyrighted material must be approved in writing byGartner Vendor Relations. Please e-mail your usage request to quote.requests@gartner.com for approval. KeyIssues 1. What is the value of CRM to enterprises, and what drivers are continuing to force its acceptance? 2. How will organizations develop and implement a business vision for CRM? 3. What will CRM look like in the future, and how can enterprises position themselves now to be prepared for these changes?These slides are for internal use only. External use of Gartner copyrighted material must be approved in writing byGartner Vendor Relations. Please e-mail your usage request to quote.requests@gartner.com for approval. HastheSlowingEconomy/StockMarketDeclineMade YouReevaluateSpendingintheLastMonth?No. of Respondents 225 respondents with average No change yet 60 revenue of $10 billion No change, but monitoring the situation 50 Yes, planning to spend more slowly, more in 40 2H01 once I have a better read Yes, planning to 30 spend less Yes, senior management 20 requested a cutback in spending 10 Yes, doing deals that are smaller than I would have otherwise 0 Jan Feb Mar Apr May Jul AugThese slides are for internal use only. External use of Gartner copyrighted material must be approved in writing byGartner Vendor Relations. Please e-mail your usage request ...