CRM software is integral to the day-to-day running of most organisations, but for many, CRM has failed to deliver. In a recent survey of UK SMEs, half of respondents had already switched CRM at least once1.
According to the survey, the leading cause of CRM failure was a poor fit for organisations’ needs. Yet, for most, features and functionality remained the most important factor in choosing CRM software.
CRM software has long since become a commodity, with few real differences in features and functionality between applications.
But when it comes to organisations, each has its own unique challenges and needs.