搁浅CRM的六个错误(国外英语资料).doc

搁浅CRM的六个错误(国外英语资料) It seems that more and more CIO and CTO are beginning to understand that CRM is primarily a business strategy that requires changes in organizational behavior In the past 1 years, the failure of customer relationship management (CRM) has led to various discussions. Gartner Group found that in all CRM projects, nearly 55% of the projects failed to meet the companys expected goals. Last year, Bain Company conducted a survey of 451 senior managers, and the survey showed that CRM was one of the three worst customers in terms of customer satisfaction among the 25 most popular tools. The survey also found that among the five users every one said their companies after the application of CRM not only can realize the growth of corporate profits, but also damage the relationship between the company and the partners have existed for a long time. Even though CRM has suffered such and such failures, companies will still spend much more money on CRM technology in the future than other IT products. A report by Jupiter Media Metrix in February showed that within the next 24 months, there will be more U.S. companies $500 thousand or even more investment in CRM technology, much more than the other large-scale infrastructure investment. Meta Group predicts that by 2003, sales of CRM software in the market will double compared with 2001, from $20 billion in 2001 to $46 billion in 2003. According to the Forrester Research survey, companies typically spend $60 million to $130 million to fund CRM installations. At the same time, companies investing in CRM projects are not just money - based, but also time - consuming. The installation of the CRM is only 90 days away from the vendors claimed CRM installation. Instead, the execution of the installation of the project can take many years. Once an enterprise has decided to invest in the CRM project, so it will take huge risks and pressures, so enterprises in the CRM project started their own understanding before failure o