[CRM] CRM의 허상

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Monster.com
the Massachusetts-based job-listing company
rolled out a CRM program in 1998
had invested over $1M
forced to rebuild the entire system

Consider this:
55%of all CRM projects don’t produce results [Gartner Group]
2001 survey of management tools : bottom three for satisfaction out of 25 popular tools [Bain]
Last year’s survey of 451 senior executives: 1/5 → their CRM had failed

Why do CRM initiatives fail so often?
have spent the last ten years trying to answer ( more than 200 companies)
most executives don’t understand what they are implementing, let alone how much it costs or
how long it will take

참고 자료

HBR 자료 "Avoid four perils of CRM" 정리 자료입니다. 영문발표 자료입니다.