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CRM Failure: Old Wives' Tale or Success Story?

By Julio Quintana
One of my kids came into the house recently, stern faced, asking me if it was true that rubbing a penny on a wart would get rid of it. 'Wow,' I thought. 'Sounds like an old wives' tale my mother use to tell me.' Old wives' tales are like that; they tend to hang around, long after anyone can remember where and why they started.

A statement has been circulating around stating that a majority (estimated over 74%) of CRM projects fail. I, personally, have been hearing it for the last 10 years, without knowing much about where it came from. It turns out that this well-publicized statistic came from a 1994 Standish Group study which has served as the foundation for much decision-making about client relationship management issues in and outside of the legal community. The Standish Group, a leader in project and value performance, risk assessment and cost return and value for Information Technology (IT) Investments, indicated that project success rates increased in 2004, to 34% of all projects.

The latest study (known as the CHAOS Chronicles), conducted in 2006, comprises 12 years of research, including focus groups, in-depth surveys and executive interviews, on project performance of over 50,000 completed IT projects that include CRM initiatives. 2006 numbers show that closer to 50% of projects fail. Standish Chairman Jim Johnson attributes the change primarily to the scope of projects getting smaller: 'Doing projects with iterative processing as opposed to the waterfall method, which called for all project requirements to be defined up front,' was a major step forward.

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