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BtoB

Lack of CRM success still a sore point for many marketers

Published on .

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Cambridge, Mass.—Marketers are still dissatisfied with customer relationship management (CRM), according to a recent review of four enterprise CRM vendors by Forrester Research.

Integration, ease of use and customer service are all pain points, the study found. Twenty-nine percent of executives surveyed said they are satisfied with how CRM applications integrate with existing data, while just a third (34%) are satisfied with how easy it is to work with CRM vendors after they have purchased applications and services.

Forrester evaluated four enterprise vendors: Siebel Systems, SAP AG, Oracle Corp. and Amdocs.

"Selection of a CRM vendor is a marriage, not a date," said William Band, a consulting analyst at Forrester. "Enterprise buyers must think carefully about the vendor partner they choose and understand the long-term commitment of these decisions. Over the next year, companies will spend an estimated $3.2 billion on CRM license costs alone."

—Carol Krol

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