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Why do CRM initiatives fail so often?We have spent the last ten years trying to answer this,analyzing customer-loyalty initiatives,both successful and unsuccessful,at more than 200 companies in a wide range of industries.Our research suggests that one reason CRM backfires is that most executives simply don't understand what they are implementing,let alone how much it costs or how long it will take.If you find that hard to believe,try asking five of your managers to define CRM.The right answer:CRM aligns business processes with customer strategies to build customer loyalty and increase profits overtime.(Note that the words "technology" and "software" are conspicuously absent from the definition.) Then try quizzing these same managers about the cost of implementing a CRM solution.Answer:$60 million to $130 million,according to Forrester Research.And finally,ask them how long it generally takes to implement CRM.The best estimate:at least 24 months,even though one vendor we know offers CRM in 90 days and an aggressive competitor has responded by promising it in only nine.
为什么CRM如此频繁的失败?我们花了十年时间尝试着回答这个问题,分析了在一个大范围行业内的超过两百家公司的顾客忠诚度,不管是成功了的还是失败了的.我们的研究表明CRM产生反效应的一个原因是大部分执行人员完全不理解他们在执行什么,对于它要花费多少时间和金钱不管不顾.如果你觉得难以置信,试试让你的五个经理来给crm下一个定义.正确的答案是：crm使得业务处理与建立用户忠诚度和提高利润的用户战略结成同盟.（注意在这个定义中很明显没有“技术”和“软件”两个词语）然后问问这些经理执行一个crm解决方案需要的花费.根据Forrester的研究,答案是：6000万到一亿三千万左右.最后,问问他们执行一个crm一般需要多长时间.他们最好的估计：至少24个月--尽管我们所知的一名制造商在90天内就提供了crm,还有一名有闯劲的竞争者回应这个问题的答案是九天.