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Vast majority of CRM chiefs admit it is just not working

News   •   Feb 22, 2017 13:49 GMT

There has always been a certain amount of cynicism around CRM, some argue that – just like big data – it is simply a made up term designed to boost the coffers of the huge software giants and, it seems, they may have a point after a survey of leading CRM chiefs in the UK revealed the vast majority are struggling to make it work.

According the study of 500 professionals by marketing technology company Wiraya, only one in five of those at the coalface reckon their programmes are clearly contributing to their company’s revenue.

They cite a lack of clear direction and customer insight to support their goals and create direct profitability for their company, despite CRM being seen as a key business driver for over 30% of businesses.

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