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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CRM Success 1 , evaluates real-life implementation approaches relative to real-life ROI performance, and does so across a 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,