Less than a fifth (17 per cent) of customer relationship managers believe their CRM is generating revenue. This is according to a new report by marketing technology company Wiraya, based on a poll of 500 CRM managers.
Despite not having a great image, CRM is still perceived as a key business driver in a third of businesses. The problems, according to the report, lie in the fact that many lack a clear direction and customer insight to support their goals. Without these things, it’s hard to create direct business profitability.
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