CRM falls flat as projects fail

NEWS According to a study conducted by Gartner, the proportion of unsuccessful CRM projects will rise from its current level of about 65 per cent to peak at around 80 per cent by mid-2003. This figure will then fall to about 50 per cent by 2005. In support of these sombre predictions, market researchers point to the lack of any clear concept of the implications and effects of CRM measures in many large companies. "Companies turn to CRM in times of crisis, and then, all too frequently, they see it as just a question of improving the software", said Jennifer Kirkby, research director at Gartner. Kirkby went on to explain that CRM is not just another project or a troubleshooting exercise, it demands sustained changes within the company. Before they can begin to raise awareness among the workforce, senior managers must declare their own commitment. By Holger Winkelsträter, reporter http://www.silicon.de