... but without the facts, you cant get to the truth. According to a recent global survey funded by Computer Sciences Corp., IBM and D&B, few marketers really have the focus on deriving truths from customer data
Among the other findings of the survey:
- Forty-five percent of respondents rate the effectiveness of customer relationship management systems as deficient or needing work.
- Just 15% rate themselves as extremely good or effective at integrating disparate customer data sources and repositories.
- Only 6% say they have excellent knowledge of their customers when it comes to demographic, behavioral, psychographic and transactional data.
- More than 31% have churn rates above 10%, and 32% report having customer turnover of 5% to 10%.
- Thirty-one percent say they don't do data mining at all, and 63% say they are doing only moderate levels of data mining for intelligence and insight.
1 comments:
Mark,
I think the problem with CRM systems is that there's actually too much choice in the market.
It's actually too fragmented. As a result, it's tough for any one player to scale big enough, and drive down the costs enough, for something that could appeal to say 10-25M small business users.
While most ISV's/ASP's have gotten past the notion that a CRM must be client/server, there's still too many that fail to deliver a best of breed solution.
Salesforce has a lot of 3rd party plug-ins, but their platform has priced out a big chunk of the SOHO part of the SMB marketplace.
So, many are slicing and dicing with Excel worksheets to compensate.
The more data has to be re-keyed, the more there will be errors, underutilization, and a poor customer experience.
Eventually these integration and interoperability issues should work themselves out as the market matures. But we're not there yet.
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