Some 48% of SMEs have switched CRM supplier because it was a poor fit for their business requirements.
Factors that contributed to the ‘poor fit’ included a lack of IT skills among staff and the complexity of data migration. Research revealed three-quarters of SMEs found it difficult to estimate the ROI prior to purchasing a CRM system.
For 28%, cost was the reason businesses were switching provider. Other factors included scalability, complexity in integration, failed implementation and poor adoption.
A quarter of SMEs have yet to be persuaded to purchase CRM, with the main reasons being cost and the belief CRM wouldn’t prove effective.
John Cheney, CEO and founder of Workbooks, said: “The responses show that there is much to consider when looking at CRM including business strategy, technology, budget, change management etc. A CRM project requires a focus on technology, people and processes; only when all three are in harmony will you truly maximise your ROI.”
CRM provider Workbooks surveyed 130 respondents, including business executives, professionals in marketing and sales, operations, finance, customer service and IT from the US and UK, with UK specific insights outlined.
