Gartner Research


Published: 29 August 2023



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  • 自社のCRM投資は標準以下の価値しか得られていないと言及している。こうした失敗は、多くの場合、不十分なデータ品質、ユーザー・アドプションの不振、経営幹部やステークホルダーによる賛同・支持の不足などの基本的な問題に起因している。

  • 意思決定に当たり、戦略的なビジネス目標を何も持たずに、新たなCRMテクノロジを調達しようとしている。既存のCRMソリューション・プロバイダーから乗り換えることでより高い価値が得られると思い込んでいることもあれば、単一のベンダー・スタックに集約すれば可視性が高まると信じていることもある。

  • 戦略的なカスタマー・エクスペリエンスの議論に加わっているが、顧客プロセスの統合/連携/サポートを実現できていない。



  • 不十分な価値実現とユーザー・アドプションを最小限にするため、新たなCRMテクノロジの購入サイクルに着手する前に、GartnerのSPEEDスコアによる準備状況評価を実施する。

  • CRMテクノロジへの不満と不十分な価値実現が慢性的に解消されないリスクを抑えるために、SPEEDスコアの要素に対処し終えるまでCRMソリューションのリプレースを延期する。プロセスの統合/連携/サポートにおいて発生するギャップを評価するために、さまざまなカスタマー・エクスペリエンス活動の責任者と共に、幅広い議論や行動計画に着手する。

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Kensuke Kawabe

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