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Business and Technology Strategies for More-Profitable Customer Relationships - Vision for CRM

CRM budgets are less protected. So far, CRM has survived the economic slowdown, but pressure is building. CRM is dangerous. Failure rates are rising, mistakes will be seen by everyone and the impact on the enterprise will be greater. CRM is still a fantasy in most enterprises. CRM done at a department level suboptimizes the customer relationship. CRM can provide a fundamental competitive advantage. Those enterprises that succeed are reaping substantial long-term benefits. CRM should benefit both the supplier and customer. Few initiatives provide any benefit to the customer. CRM is not just about creating a unified view of | Ed Thompson Gartner CRM Vision: Business and Technology Strategies for More-Profitable Customer Relationships 56 Top Gallant Road P. O. Box 10212 Stamford, CT 06904-2212 European Symposium/ITxpo Ed Thompson Palais des Festivals Cannes, France Copyright © 2001 Entire contents © 2001 by Gartner, Inc. All rights reserved. Reproduction of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The reader assumes sole responsibility for the selection of these materials to achieve its intended results. The opinions expressed herein are subject to change without notice. Gartner CRM Vision: Business and Technology Strategies for More-Profitable Customer