It hinges on what companies do with the data.įor example, three or four times per year, Foxwoods Resort Casino holds an invitation-only golf tournament. Good CRM is more than gathering loads of facts. 'We may be doing a specific component that brings tremendous business benefit, and we don't want any negativity attached to it.' 'Right now, CRM has both good and bad reputations,' he said. Glenn Bonner, CIO at MGM Mirage, said he avoids the CRM acronym for fear of scaring executives away from funding a particular project. Nineteen percent of the 245 senior managers polled actually dropped CRM projects, compared with an average 9% defection rate for the other management tools in the survey. The technology got one of the lowest satisfaction scores in a recent survey by Boston-based consulting firm Bain & Co. As potentially valuable as it may be, CRM software has been oversold.
