|
|
 |
 |
|
零售业的CRM（2） |
|
Robert |
CRM initiatives, in a short period of time, have gained significant mind share because they offer to fill two of retailers most critical needs ? understanding customer buying behavior and providing better customer information throughout the organization, said Gartner research director Carol Ferrara-Zarb. But CRM technology is still very immature. This level of immaturity in the short-term will hinder retailers efforts to reap benefits.
Perhaps the respondents in Gartners survey were influenced by the bold headlines from other research firms in recent months that warned against CRM pitfalls.
For example, industry heavyweights like Forrester and META Group issued reports that said waste is rampant in CRM initiatives and companies should refrain from licensing cut-rate software as prices decline during an industry slowdown.
Forrester said in a May report that corporations could spend US$60 million to $130 million on a CRM system over the course of three years, with as much as 20 percent wasted due to overlap, a cloudy management approach to customer service, a fractured management hierarchy that has different departments competing with each other instead of working together, and a variety of other factors.
META Group said in an April report that companies should take a "guerilla approach" to CRM spending, implementing projects on a small scale and testing their return on investment and overall value before proceeding down the spending path. The costs of developing a CRM system, the firm reminded prospective users, are associated mainly with implementation and integration rather than with straight licensing costs.
(欢迎有兴趣人士翻译，请联系：edit@crmforum.org)
|
| |
|
|
| |
| |
|
