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November 12, 2001

The CRM Imperative

Organizing for Success in an Expanding CRM Market

by David Daniels

with David Schatsky, Jean-Gabriel Bankier, David Schatsky, Peter Sargent, Marc Harrison

This is an excerpt

Executive Summary

Lack of organizational cooperation and coordination remains a major impediment to the success of customer relationship management (CRM) initiatives; 79 percent of companies that report a negative return on their CRM investments cite cultural issues within the enterprise as the cause. The continued growth of the online medium, and online commerce in particular, will boost customer service contacts that will drive CRM spending from $9.7 billion in 2001 to $16.5 billion in 2006. To execute a CRM strategy effectively, businesses must appoint a senior-level CRM guru who coordinates all CRM activities and reports to the CEO.

TABLE OF CONTENTS

itemKey Takeaways

itemExecutive Summary

itemMost CRM Deployments Miss Opportunities for Automated Knowledge Sharing

itemOnline Customer Service Contacts to Grow from 575 Million in 2000 to 4.7 Billion in 2006

itemCompanies Must Appoint CRM Guru, Reporting to CEO

itemReport Methodology

This is an excerpt

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RESEARCH CATEGORIES

Geography

Asia Pacific, Europe, North America