Customer Relationship Management: the clue is in the title.
I’ve written before about the pitfalls of, and reasons for, implementing a CRM system. In particular, I wrote “There’s no such thing as a CRM Project” where I argued that there are only business improvement projects, within which a CRM system might be part of the solution. If CRM isn’t improving your relationships with customers and leading to business benefits (e.g. increased loyalty, more sales, new business growth), why are you bothering?
So, it was good to read this blog post by Gareth Cartman on the biggest hurdle to CRM success. He says it’s the implementation that’s the hurdle:
- adoption is poor
- usage is poor
- communication is poor
And as a result, the CRM system gets the blame. His blog post goes on to describe how to prepare for CRM and ensure that not only is implementation a success, but the CRM system is adopted and used to its maximum benefit.
Download my article: There’s no such thing as a CRM Project
Read my blog post: Cloud plus process – recipe for success