Digital transformation demands new CRM strategies

The discussion on digital transformation is also leaving clear traces in the CRM strategies of companies. According to a recent comparative study, they are increasingly facing redefinition.

According to the survey of more than 200 sales and marketing managers, only one-fifth of them are very satisfied with their current circumstances in customer management, and for a further 31 percent this applies with some reservations.

This means that the proportion of companies in which there is clear dissatisfaction with CRM conditions has risen by eleven percent within a year. The main reasons for critical assessments on the part of users lie particularly in obvious weaknesses in CRM processes.

Here, seven out of ten of those surveyed see a clear need for optimization. The same applies to the strategic orientation of customer management, which 68 percent feel is currently not clear enough.