By Graham Hayday, 5 February 2001 00:01
NEWS According to research conducted by BT, sixty one per cent of UK companies have failed to implement a CRM strategy, and 51 per cent of those do not even plan to drive one through in the future. Many organisations are avoiding CRM because they think it takes too long to implement and believe that the benefits will not be seen quickly enough. Other prohibitive factors mentioned by the companies polled for the survey were culture and cost. Evan Kirchheimer, consultant, technology practice area at Datamonitor, said: "Because CRM has grabbed headlines over the past two years, it's often difficult to separate the hype from the reality. But the reality is that the majority of companies have not yet grappled with CRM in any significant way." The poll also found that 75 per cent of companies cannot define precisely what CRM is. Christina Abbas, retail CRM programme manager for BT, added: "There's a lot of confusion in the marketplace about CRM terminology. It's all about the relationship you have with your customer, meeting expectations, focusing on channel integration within an organisation. For all businesses, that focus is crucial."
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