In its self-described “trailblazing” report about ROI for CRM, Meridien Research (www.meridienresearch.com) revealed, “Human psychology is slow to accept change, and it may take considerable effort to get customers to behave differently.” While this isn’t new or trailblazing, what does turn heads is their discovery-or assertion-that CRM investments can be measured.

The report cites no significant slowdown in CRM spending although many companies that invested heavily in CRM solutions are wondering where the money went. But Meridien’s ROI analysis-which takes into account intangibles and assumption, risk, and timing-indicates these same companies are rethinking the way they’ve applied CRM tech and are now targeting product enhancement and customer service cost reduction.

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