Customer Relationship Management (CRM) systems are approaching their tenth birthday and, even so, there is still a lot of confusion over what constitutes a CRM system. In a recent article by Richard Forsythe of the CRM Forum, he states that one of the most common queries he receives is âwhat is CRM all about?â
In light of that, it is not surprising that achieving a positive ROI for CRM is still a difficult challenge. In a recent survey conducted by Computer Economics, only 23% of the respondents stated they have achieved a positive return on the time, effort, and technology costs they have invested in building a CRM system.
January 2002
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