The top reason CRM initiatives fail, and what to do about it.

Good summary of what CRM is all about, and the distinction between strategy and the technology.

Marc Englaro

The top reason that CRM technology initiatives fail is the misunderstanding that CRM is a technology.

Customer Relationship Management is not about technology, despite what CRM software providers might say. CRM is a business strategy comparable with product strategy (what you sell) and marketing strategy (how you go to market) and defines how your organisation will engage with customers.

  • CRM is about customers and their experience.
  • CRM is about the strategies and processes put in place to provide the desired customer experience.
  • CRM is about ensuring that the desired processes are followed, often described as “user adoption”

To implement a successful CRM initiative requires hard decisions to be made. This is why Executive Commitment is often stated as the most important success factor.

Executive Commitment not just executive support.

CRM strategy needs to be developed with executive commitment, not just executive support. The organisation will need top leadership to be…

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