CRM solution provider Workbooks, has conducted a survey unveiling insights into the experiences of participants during CRM deployments. The study sheds light on often-overlooked factors contributing to the success or failure of CRM implementations.

Over the past two decades, the popularity of Customer Relationship Management (CRM) systems has soared. Despite this, a significant number of businesses continue to invest substantial time and money in ineffective decision-making and inefficient processes. Global studies indicate that companies worldwide collectively waste £725,300.

Participants were asked to assess their overall relationship satisfaction throughout their CRM deployment, with single vendors consistently outperforming multi-party engagements.

The survey revealed that 64.9% of businesses currently favour the single-vendor approach, establishing direct relationships with their CRM providers. In contrast, 35.1% opt for the multi-party route, engaging external partners to enhance their CRM deployments.

Notably, businesses engaging in multi-party deployments reported lower satisfaction levels compared to those with direct relationships. The survey showcased a strong preference for single-vendor partnerships, with the least satisfactory experiences linked to engagements with ‘other technology vendors’.

Survey favored single vendors over their multi-party counterparts when it comes to the successful deployment of CRM systems. On a 10-point scale (where survey participants anonymously rated various aspects of deployment on a scale), single vendors outshine in critical aspect.

In terms of value for money, single vendors achieved a score of 7.7/10, surpassing the 6.3/10 of multi-party vendors. Notably, 53% of respondents faced unforeseen additional costs, with a staggering 75% of those working with third-party vendors bearing the brunt of extra expenses. Conversely, 56% of participants opting for a single vendor expressed satisfaction with deployment costs.

Furthermore, single vendors excelled in providing quality insights and decision-making support, scoring 7.2/10 compared to the 6.5/10 of multi-party vendors. This marked difference in support quality significantly enhances the likelihood of successfully achieving deployment goals. Single vendors also outperformed in executing user activation plans, ensuring not only participant satisfaction with the number of activated user licenses but also facilitating their seamless utilisation.

In a direct comparison between single vendors and multi-party vendors, the study underscores a clear correlation between direct collaboration with a single vendor and the most substantial impact on the success of CRM deployments. In enhancing the overall customer experience, single vendors secured a noteworthy rating of 6.8/10, surpassing the 6.6/10 achieved by multi-party vendors.

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Participants opting for a single vendor consistently reported higher levels of user satisfaction, with a rating of 7.1/10 compared to the 6.8/10 reported by their counterparts engaging with multi-party vendors. Even in terms of customer acquisition, those choosing the single-vendor route demonstrated more success, scoring 6.9/10 compared to the 6.4/10 achieved by their multi-party counterparts.

Dan Roche, Chief Marketing Officer at Workbooks, commented: “The CRM industry is one of the most mature technology segments. But the fact there are still so many failed deployments is a sorry indictment on vendors and service providers.

“So, we’re really pleased to have unearthed what could be the silver bullet to ensure CRM success. If this proves to be the case, buyers of CRM software can virtually guarantee outcomes. This could have a game-changing effect on customer experience and productivity improvements.”