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CRM: Dream or nightmare?

Larry Dignan CNet

Published: 16 Apr 2002 16:56 BST

CRM software makers have a vested interest in their customers' success, of course. At Siebel, it has become increasingly important to help customers develop a CRM strategy, Hunt said. It doesn't do Siebel any good if its customers don't succeed, especially since Siebel and other companies want customers to keep spending on CRM upgrades and additional products. "Your CRM journey is never done," he said.

Siebel has instituted a group to help companies cook up CRM strategies and another division that provides "effectiveness reviews," targeting customers that may not be getting the most bang for their buck.

CRM executives said they expect failure rates to subside as more companies spend time on the strategy behind the software, a focus that has been forced because of a weak economy.

"Things are totally different in this space now compared to 18 months ago," said Robb Eklund, vice president of CRM product marketing for PeopleSoft. "Eighteen months ago resources were plentiful and CRM was the Holy Grail. Now organizations are being more methodical."

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