The implementation of a new CRM system is a major investment in both time and money. Often underestimated in terms of its complexity, embedding CRM tech impacts the whole organisation and can expose real tensions between expectation and reality.
In fact, while 91% of marketers have invested in CRM technology over the last five years, just 43% are confident that it has delivered the performance improvements they hoped for, according to new research from creative agency BBH London.
The analysis of the opinions of 250 UK marketing decision makers with budgets from £10m to £100m found that only 41% of respondents are confident their CRM investment is delivering the ROI they expected. Furthermore, 83% of those surveyed agree that it has taken longer than they thought to exploit the full potential of their new CRM tech.
Crucially, just 48% say they are confident their investment in CRM has resulted in a better experience for their customers.