CRM business Impact Survey

Hi friends, Sorry for no post in last couple of days....yeah busy with my Girl Friends..no one else but "Assignments".

By the way I was looking for Information on CRM business impact and I found this interesting survey done by ITtoolbox sponsored by ORACLE. Thanks to both of them I put some of results and describe them in my words.

Survey Time Duration: 28 February- 18 March 2007.
"This survey included specific questions such as:

• Has implementing a CRM solution improved your organization's overall business performance?
• How has CRM improved your overall sales / marketing / service / analytic performance?
• What kind of CRM deployment option does your organization use?
• If your organization has plans to expand CRM, which area(s) of the business does your organization plan to expand to?"

38% have implemented a CRM solution for over 5 years; over 68% have implemented a CRM company wide and over 69% have indicated the CRM solution has improved their organizations� overall business performance

Other findings include:

• The most commonly implemented CRM solution amongst partints in the survey is an Oracle-Siebel solution
• The top two sales drivers behind CRM implementation are improving sales pipeline visibility and improving cross sell/up sell.
• The top two responses as to how marketing performance was improved by CRM are improved lead tracking and lead follow up.
• The majority of respondents use an on-premise CRM solution.

How long has your organization been using CRM?

Figure 1: Length of CRM use

Is CRM used at the departmental level or company wide?

Figure2: Scope of CRM

Has implementing a CRM solution improved your organization's overall business performance?

Figure 3: CRM Impact

What was the key sales driver behind your organization's decision to implement a CRM solution?

Figure 4: "Reasons to have CRM"


Does your organization have plans to expand CRM to other areas of the business?

Figure 5: Future Expansion in CRM?"

If yes, which area(s) of the business does your organization have plans to expand CRM? (Choose all that apply)

Figure 6: "Where to expand CRM?"

Reflection:

Figure1: If you observe figure 1 very well, You must have noticed that Only 38% companies are using CRM more than 5 years. Rest of companies are still less than 5 years of CRM use. What I can intrepret is A) Either companies fail to recognize the fact of customer centeric approach in initial phase when over technology was growing. CRM coined in 1990. Internet and other technology was growing then after. But now it is 2007. After 17 Years of still 38% companies. Middle 3 graphs shows many companies are now 2 to 3 years of CRM use. That means in future they are going to develop more into CRM. What about 2.7% companies? Will be they still at Dont Know Approach..even if they have implemented CRM somewhere in their company structure.? Where will be OLD CRM companies after 15 or 20 years of CRM use?

Figure2:
68% companies said they have implemented CRM company wide..that means They understand to be successful in CRM area, You need to be focussed as a whole company wide. But still 3.4% companies still do not know which level they are after 17 years and Huge Technology development, awareness. There should be possibly three answers: Companywide, Deptwide or No Implementation At all. I am not sure whether survey used "Right" or "Wrong" word saying companies response as "Don't Know".

Figure3:
Surprised figure of 69.70%. Its amazing, isn't it? I doubt whether this much success factors are possible..Think about your last experience of Customer Service from "Well Known" "Big" "More than 5 years CRM use" company and look at figure again..and analyze it. I think as it is shown 22.1% companies do not know their improvement, many companies are still under such situation. Companies can not say we are successful after 2 to 4 years of CRM use (20.5+19.9 = 40.4 %) . The Surprised Figure should be less or near to 50%.

Figure4:

I think these graphs are pretty consistent and I think results are based on "Particular" organization's business and business precesses.

Figure5:

Wow 25.7% organizations do not know whether they are going to expand their CRM to other areas of business? True reality of business. Initially business thought yeah, CRM is very Important for our business..they started out CRM implementation as department wide (that means within 28.30% companies) and then either they have lost their path to go along with CRM, or Tired of CRM, Got burned by implementing CRM (but think about CRM success result 69.7%) (see very doubtful). 23.6% said No they will not..why? Might be same reasons as I said in last couple of sentences.

Figure 6:
Here they are good and I think thinking in right direction...First and Most Important they want to improve their Customer Service and Call Center Service..then they will improve their Marketing area and make it more strong and then it will bring sales to company. But what about Others 28.20 %...will it be.....I can not think about areas now..but will find it our sure..

Above are just my analysis and reflection to the survey..I really appreciate their work and looking for more research..You can read whole article on ITtoolbox site but you have to register your self..and its free...so far..May be their are More than enough "Customer Centric". The Article is here on: ITtoolbox CRM Business Impact Survey

Any way guys I will miss second train for writing this Post...now will do some newspaper reading till the next train which is about Half Hours later.

If you want to read and if you can read my mother tongue (Gujarati) newspaper then this is the site www.gujaratsamachar.com It works better in Internet Explorer..I think no need to install Gujarati Fonts in IE.

Thanks....and.......Enjoy

Anki