Integrating CRM With Existing Technology Is Vital, Survey Finds

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The single most important factor when evaluating a customer relationship management solution is the ability to integrate with existing technology, according to a CRM survey released yesterday by YOUcentric Inc., Charlotte, NC, a supplier of e-business relationship management software.


More than 250 senior business executives responsible for e-business and CRM answered the survey.


The survey said the second most important factor when evaluating a CRM solution is whether it is tailored to fit a company's exact needs.


The survey also found that:


• Respondents identified the biggest challenges to CRM success as integration to legacy data and low adoption rate by users.


• Forty percent of respondents have seen a solid return on their CRM investments, and 80 percent of respondents have seen moderate to solid ROI. More than 65 percent of respondents also said a proven return on investment will be the most important element of CRM in the future.


• Companies are setting aggressive goals for CRM projects. More than 65 percent of respondents expect CRM to increase sales revenue by more than 10 percent, with 27 percent expecting an increase in sales of more than 20 percent.

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