2018年客户关系管理（CRM）调查报告.pdf

CRM Benchmark Survey ReportNovember 2018copper | 2The future of relationship managementTHE WAY RELATIONSHIP TEAMS WORKExecutive SummaryTodays most successful companies are built on the backs of long-lasting relationships with customers, partners, investors, prospectsthe list goes on.In this new world, CRM software is more important than ever beforeboth for sales teams and relationship-makers across the company. Yet businesses are often investing small fortunes into their software without understanding how the requirements of CRM have shifted.This report is designed to explore and bridge the gap between the current landscape of CRM and the type of CRM that businesses will need in the future. Here are our biggest findings:copper | 4Today, few customers are interested in one-off, transactional purchases. They want long-lasting relationships with businesses that have earnedand continue to earntheir loyalty.Todays relationships are a company-wide affair, shaped by more than just the sales team. Marketing, business development, operations, customer success, you name iteveryone is a relationship-maker.Business relationships are no longer limited to customers. Every company manages all manner of relationships including accounts, consultants, investors, partners, vendors, employees, and coworkers. Its time for a radical reinvention of CRM. Busywork should be automated. Information should be centralized. Every customer moment should be captured, no matter where it happens.Businesses expect more from their software. CRM should fit your existing workflow, be easy to implement, and feel as intuitive as consumer apps like Lyft or WhatsApp rather than a spreadsheet.With the growing variety of business relationships, CRM systems arent just for account executives and salespeople; theyre used for every interaction, across teams and departments.Instead of competing for time and attention, CRM should work the way we dofitting seamlessly into our existing tools and supercharging our productivity.The global phenomenon: Businesses are shifting to lasting relationshipsThe new wave of relationship-makers sell as a teamBusinesses manage all kinds of relationshipsTraditional CRM technology has held teams backThe requirements of software have changedCRM isnt just for salesThe future of CRM is productivityBENCHMARK SURVEY REPORTAbout this report.Copper and Qualtrics Research surveyed over 2,500 global business professionals and leaders to discover how modern businesses are impacted by the relationships they build, and the role CRM software plays in enabling them.Data in this report is from a blind survey conducted from Sept. through Oct. 2018, that generated 2,502 responses from full-time business professionals in the U.S., Canada, U.K., Ireland, France, Germany, Norway, Denmark, Sweden, the Netherlands, Australia, and New Zealand. All respondents are third-party panelists, not limited to Copper customers. See page 38 for detailed respondent demographics. Due to rounding, not all percentage totals in this report equal 100%. All comparison calculations are made from total numbers (not rounded numbers).copper | 6ContentSUMMARY OF FINDINGSFINDING 1 The Shift to Long-lasting RelationshipsFINDING 2 From Selling to Relationship-makingFINDING 3 Going Beyond Customer RelationshipsFINDING 4 Have We Outgrown CRM?FINDING 5 Every Relationship-maker Needs CRMFINDING 6 CRMs Escape from the 90sFINDING 7 The Future of WorkCOUNTRY PROFILESINDUSTRY PROFILESAPPENDIXSURVEY DEMOGRAPHICSFINDING 1 The Shift to Long-Lasting RelationshipsBusinesses worldwide are shifting to longer-lasting relationshipscopper | 8Films, groceries, software, clothingin the last five years, virtually every industry has been transformed by subscriptions.Its easier than ever to try before you buy. Customers have the freedom to pick and choose from thousands of vendors. Expectations are higher than ever, and incredible customer experiences are fast becoming the norm.In this new world, few customers are interested in one-off, transactional purchases. For SMBs and mid-sized companies, most relationships last 2-4 years; in enterprises, that climbs to 7+ years. Customers want long-lasting relationships with businesses that have earnedand continue to earntheir loyalty.Finding 1: The Shift to Long-Lasting Relationshipscopper | 9Finding 1: The Shift to Long-Lasting RelationshipsIn todays level playing field, every company can compete for the customer. Great customer experiences are rewarded by longer, happier relationships. Bad experiences lose out; if a vendor doesnt deliver, customers can up and leave in a heartbeat.This change has already happened, but questions remain. How will CRMs respond? Can they provide the insight we need? Can they automate repetitive tasks and allow us to focus on nurturing relationships? Will they evolve to capture this new wealth of interactions and relationship informationor will they linger in the old world of transactional selling?Customers want long-lasting relationships with businesses that have earnedand continue to earntheir loyalty.copper | 10Today, only 2.9% of relationships last less than 6 months. For SMBs (24.3%) and mid-sized companies (26.8%), most relationships last 2-4 years; in the enterprise, that climbs to 7+ years (27.4%). Relationships last longer than ever beforeFinding 1: The Shift to Long-Lasting RelationshipsTODAY0-6 months6-12 months1-2 years2-4 years4-5 years5-7 years7+ yearsOtherTOTALSMALLBUSINESS3.27.815.824.316.46.923.74.91116MEDIUM-SIZED0-6 months6-12 months1-2 years2-4 years4-5 years5-7 years7+ yearsOtherTOTAL2.45.913.726.320.810.217.92.41021ENTERPRISE0-6 months6-12 months1-2 years2-4 years4-5 years5-7 years7+ yearsOtherTOTAL3.04.99.017.024.114.027.40.53655 YEARS AGO0-6 months6-12 months1-2 years2-4 years4-5 years5-7 years7+ yearsOtherTOTALSMALLBUSINESS8.112.317.718.89.95.515.911.91116MEDIUM-SIZED0-6 months6-12 months1-2 years2-4 years4-5 years5-7 years7+ yearsOtherTOTAL3.78.918.325.518.77.212.05.61021ENTERPRISE0-6 months6-12 months1-2 years2-4 years4-5 years5-7 years7+ yearsOtherTOTAL3.86.811.522.219.712.323.00.5365