CRM project numbers soar - but success rate still stumbles

Although CRM consultants are expecting to see double digit business growth over the next six months, four out of ten projects are still failing to deliver expected benefits.

These are the findings of a study undertaken by market researchers Sourceforconsulting.com, which revealed that the key causes behind underperforming initiatives remained a lack of clear strategy and inadequate defining of requirements.

But the main reasons that organisations were currently embarking on such projects now was to improve the customer experience, boost retention rates and reduce churn as well as enhance customer profitability.

Moreover, although sales departments were the most likely to be behind the introduction of CRM projects, customer services and marketing functions were the most likely to benefit from them.

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