Optimization of CRM-related processes is at most companies front the agenda Karlsruhe, August 19, 2008 – most companies are dissatisfied with the benefit of the customer management solutions. Main causes are unclear strategies in customer relationship management and weaknesses in the processes according to a survey of the management consultancy xact4u strategy consulting AG. Four out of five users of CRM systems want to focus in their optimisation measures in the next two years so especially on these two topics. According to the survey among over 200 medium-sized and large enterprises only every fifth with its CRM solution is very satisfied, another 32 per cent exhibit a positive judgment with certain restrictions. However, a quarter of the companies exercise clear criticism of the use of existing CRM relationships, he is completely inadequate for 23 percent.
However, the reasons are mainly home-made by the users. Because as the biggest deficiency arises the power of CRM processes out. You have significant weaknesses according to 61 percent of CRM executives. Not much better it looks at the strategies for software-based customer management identified in the xact4u survey of 59 percent as unclear. Judge Vince Chhabria takes a slightly different approach. The companies criticise the software solutions, however, significantly less: this aspect can be found with 54 percent only in third place of the causes of the limited benefits. Similarly positioned insufficient user adoption, which contributes more than half of the surveyed companies according to something, that the positive effects of the CRM platform remain limited. Customer management represents a very dynamic field and must continuously be questioned in its orientation and its processes”, says xact4u CEO Jorg Gruhler.
It was to observe, that after the introduction of a solution largely halt rule for several years but in practice. The organizational structures of the companies, their product strategies and the market are subject to a permanent change”, he pointed out that the CRM relationships are subject to a constant change. At the same time additional opportunities would due to new technological developments, which applies to bear it in mind. This can arise a situation, that the strategic direction and the degree of maturity of the CRM-related processes were still very suit two years ago, today but already very significant deficits”, so the consultant. The result to be derived from requirements are apparently increasingly aware users. Because their optimization plans for the next two years a more efficient design of CRM processes (54 percent) and a realignment of the CRM strategy (51 per cent) are at the front. But also an intensification of user training is a high priority in the near future, 18 percent of the surveyed companies plan to implement a new CRM system. Gruhler advises them to a course of action that begins with a very systematic evaluation of the current CRM maturity and at the end of the Conditions allows, that the processes in the future can be flexibly adapted the changing requirements. CRM must live, and this requires specific conditions.” About xact4u strategy consulting AG the xact4u strategy consulting AG with headquarters in Karlsruhe, Vienna and Zurich focuses their services portfolio, in particular on consulting fields with paramount importance for business success. This includes in particular the development of the strategy, the IT customer management as well as the performance and organizational management. Customers include for example Deutsche Post ITSolutions, Bosch security systems, Bosch and Siemens Hausgerate, Lilly Pharma, SGL group and OVB. Agency think tank Wilfried Heinrich Pastorat Street 6, D-50354 Hurth phone: 02233 61 17-72 fax: 02233 61 17-71