Finding out the true facts about what makes CRM tick and how fast it circles the ROI clock—if it indeed reaches ROI-has long frustrated potential CRM implementers looking for answers. And getting good answers really matters, because their only alternative to being forewarned may be leaping into enterprise-wide, mega-bucks, change management-laden CRM implementations—and testing the depth of the water with both feet. For the first time, there are statistically-based, substantive answers to many questions about CRM.
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sufficiently high number of implementations to leave but minimal margin of statistical error. Moreover, the research sponsors, Caribou Lake Customer-1 and CRMGuru.com partnered with an outcome-neutral statistical research firm, Mangen Research Associates, to assure that the data collection methods and statistical analysis would conform to rigorous professional standards. In fact, the impetus for this research project arose from a desire by some CRM professionals to cut through the ubiquitous claims and