"CRM has a high failure rate." That's a given with almost everyone you talk to in the industry. When you press people about that assumption, they quote Gartner. The research firm famously assessed CRM failures of 50 percent to 70 percent, depending on whom you talk to. But try to get your hands on an actual report, and you draw a blank. So we rang up Gartner to set the record straight.
Bob Thompson, founder of CRMGuru.com, interviewed Ed Thompson, co-author of Gartner's Eight Building Blocks for CRM Success and the lead for the customer experience management and SAP-CRM for the market research firm, Oct. 18, 2004. Ed Thompson is based in Gartner's U.K. office. The following transcript was edited for clarity and length.
Gartner's approach to CRM
What is CRM?
The origin of the quote
The truth behind failure
The state of...
