End-to-end customer experience has top priority

Which goals have top priority for companies in customer relationship management? What obstacles stand in the way of achieving these goals? Which key figures do companies use to measure success?

Adito asked these and other questions in the study "Expectations of tomorrow's CRM solution". 188 decision-makers from the management level, IT, and the marketing, sales, and service departments of German companies were surveyed.

"Customer relationship management is a continuous process that impacts the work of every customer-facing employee as well as corporate strategy."

This statement received the highest approval ratings in the study: 76 percent agreed with this statement.

This is matched by the fact that three quarters of the study participants consider the continuous development of the CRM strategy to be an important or very important success factor for customer management.

The study also asked about limiting factors. Too few resources prevented 45 percent from implementing the software. The fact that the selected software did not match the company's processes slowed down 33 percent. Another 31 percent struggled with budget limitations.