TDWI RELEASES COMPREHENSIVE INDUSTRY STUDY ON CRM

Key Findings Indicate CRM Is Still in the "Early Adopter" Phase

The Data Warehousing Institute (TDWI), a leading provider of in-depth education and research in the data warehousing and business intelligence industry, has released its 2000 Industry Study, "Harnessing Customer Information for Strategic Advantage: Technical Challenges and Business Solutions." This comprehensive study, comprised of extensive survey and case study data, indicates that CRM has moved from concept to reality, but still has a long way to evolve before it reaches market maturity.

The survey of more than 1,670 business executives and IT professionals found almost three-quarters of companies have not yet deployed a CRM solution, although most plan to do so in the near future. On the flip side, one-quarter of respondent companies have deployed a CRM solution to one extent or another. These "early adopter" companies are mainly large ($10 billion+) firms in competitive industries, such as financial services, software, or telecommunications.

"It is clear from the survey data that most respondents are in the planning phases of their CRM projects, right now they are looking for insight and answers about the best way to deploy CRM at their companies," said Wayne Eckerson, Director of Education and Research at The Data Warehousing Institute. "Companies are starting small-small budgets, low data volumes-but most have big plans." On average, the study indicates that the majority of CRM strategies consist of at least six cross-functional applications, including database marketing, telephone call centers, Web marketing, direct-mail campaigns, field sales, and Web self-service for customers.

This study also addresses the issues business and IT professionals face when deploying a CRM system. Respondent companies face a range of organizational challenges, including managing expectations, hiring skilled personnel, and standardizing rules. On the technical side, managing project scope and maintaining data quality and consistency are the top two technical challenges.

"CRM is challenging because it requires companies to reinvent their corporate cultures around customers and integrate disparate information systems and delivery channels," said Eckerson.

The TDWI Industry Study 2000 was sponsored by nine leading CRM solution providers: Acxiom, Compaq, EMC, IBM, Microsoft, NCR, Oracle, Sybase, and Sagent. Designed to explore the role of data warehousing and business intelligence in CRM strategies and solutions, the study aims to help data warehousing and business intelligence professionals understand their role in CRM solutions and help business executives understand the role of data warehousing and business intelligence in CRM projects. Because the survey was formulated to discern the status, scale, scope, and architecture of CRM projects, the results help these professionals understand the characteristics and best practices associated with current and planned CRM solutions. The study also identifies the leading vendors providing services, applications, tools, and infrastructure for CRM solutions.

For more information or to obtain a complete copy of the report, please visit www.dw-institute.com/IndustryStudy2000.

The Data Warehousing Institute

The Data Warehousing Institute (TDWI), a division of 101communications, is a premier provider of in-depth, high quality education and training in the data warehousing and business intelligence industry. TDWI is dedicated to educating business and information technology professionals about the strategies, techniques, and tools required to successfully design, build, and maintain data warehouses. It also fosters the advancement of data warehousing research and contributes to knowledge transfer and professional development of its Members. TDWI sponsors and promotes a worldwide membership program, annual educational conferences, regional educational seminars, onsite courses, solution provider partnerships, awards programs for the best practices and leadership in data warehousing and innovative technologies, resourceful publications, an in-depth research program, and a comprehensive Web site.

101communications

Founded in 1998, 101communications LLC is an integrated media company in the business-to-business market aimed at the many specialized targets within the greater information technology community. 101's portfolio includes 15 magazines, more than 30 conferences, and extensive digital offerings in the U.S. and Europe in five areas: Software Development (Application Development Trends, Java Report, Journal of Object-Oriented Programming, Application Development Advisor, JavaSPEKTRUM, OBJECTspektrum, SIGS/101 Conferences); Vertical Markets (Recharger Magazine, Recharger WorldExpo, Copier Marketplace, Syllabus, Syllabus Conferences); Certification (Microsoft Certified Professional Magazine, MCP TechMentor Conferences), Enterprise Technology (Enterprise Systems, ENT, Enterprise Linux, The Data Warehousing Institute, IT Events); and Government Technology (Federal Computer Week, civic.com). For more information about 101communications visit www.101com.com.

Contact Meighan Berberich, Marketing Manager, The Data Warehousing Institute, 5200 Southcenter Blvd., Suite 250 Seattle, WA 98188, 206-246-5059 x104, mberberich@dw-institute.com.