Briefs

Siebel's group vice president focuses his DCI keynote address on best practices for valuable analytic data. by Phillip Britt, February 16, 2005 Analytics is what brings CRM strategies and systems to life, according to Kevin Nix, group vice president for Siebel Systems. Nix delivered a keynote address to the audience at DCI's conference on Tuesday. Including analytics as part of a company's CRM strategy, Nix also said, is one important factor in making implementations successful--but not the only one.

There is a large difference in the approaches in successful and unsuccessful CRM implementations, according to Nix, who cited a McKinzie & Company study finding that 67 percent of successful CRM implementations included a training component, while only 30 percent of failed applications included one. Similarly, 69 percent of successful implementations had preimplementation input from various departments throughout the organization, compared to only 32 percent of unsuccessful implementations.

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