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零售业的CRM（1） |
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Robert |
Forrester jumped on the CRM underachievement bandwagon with a report that said companies are measuring CRM effectiveness not from a customers point of view, but using bottom-line indicators like ROI, market share and efficiency improvements. Displaying a keen sense of the obvious, retailers consider CRM initiatives crucial to the success of their business. Nevertheless, they have hesitated to implement strategies that give as much importance to an overall business approach as to technological development, research firm Gartner (NYSE: IT) said in a newly released survey. Gartner said its survey of 56 retailers revealed that 52 percent consider CRM to be their most important business strategy for the current year, but only 34 percent said they have deployed a CRM initiative. Some 43 percent of respondents viewed CRM as a moderate priority, and 5 percent said it was a low priority. The figures reveal that an overall customer relationship mindset has taken hold with retailers, Gartner said, but they also demonstrate the gulf between what retailers feel is good for their business and what they think the industry can supply to meet their needs in an affordable and effective manner. 待续 (欢迎有兴趣人士翻译，请联系：edit@crmforum.org)
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