Nearly half of the organizations that have deployed customer relationship management systems will re-think them this year, indicating confusion still exists in the market over the best ways to use CRM information, says a new study from Gartner Inc. Gartner says that 40% of enterprises that have already installed CRM solutions will re-work them in some way this year, with an emphasis on balancing privacy with increasing pressure to support personalization.
''Adequately addressing privacy concerns will be a top business priority,” said Scott Nelson, vice president and research area director for Gartner. “This is going to require re-thinking of how information is gathered, how customers can access and control that data and how enterprises can safeguard it from parties that might want it but shouldn't have it. Legislation will force this anyway, but in 2002, customers are increasingly going to be demanding it.''
Organizations will find customers increasingly questioning the gathering of personal data, Nelson says. ''Enterprises will find that customers want to see
why all this data is being gathered, and they will expect the CRM experience
to reflect intelligent use of personal data,'' he said. ''Otherwise, enterprises will not be in a position to ask for the data at all.''
Gartner says the economic slowdown caused enterprises to scale back their CRM initiatives and shift their CRM projects' goals from revenue enhancement to cost
reduction. “Through 2002, there will be a return to tactical projects that will hurt the large suite vendors and breathe new life into the best-of-breed players, but only temporarily,” the Gartner report says. “In the end, enterprises will gravitate to the large suite solutions.”
Gartner released its report 'Gartner Predicts 2002: Customer Relationship
Management'' in anticipation of its CRM conference in Chicago, March 4-6.
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