Troubles with CRM
Fewer than one-in-five (17%) CRM managers believe that their CRM work is clearly contributing to their company’s revenue, according to research by Wiraya.
Almost half (47%) of respondents cited the improvement of customer satisfaction as top of their business agenda. Supporting business growth also appears to be a key consideration for employees, with 31% revealing that average profit per customer (ARPU) is their most important KPI, closely followed by return on investment (27%).
Despite this, CRM is perceived as a key business driver for over 30% of businesses – the issue is many lack the clear direction and customer insight to support their goals and create direct profitability for their business.
The report details three levels of CRM maturity;
– Traditional: most common group (34%), typically working continuously, work with CRM, but without having exact plans and processes
– Adhoc: second most common (32%), whose CRM work is mainly on an ad-hoc basis, with no direct organisational structure or appointed role
– Ambitious: only 31% considered themselves to have plans and processes in place, as well as a dedicated team or individual
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