CRM Buyer Talkback
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CRM has become something of a dirty word in today's contact centers. Many companies have deployed large and expensive systems only to find that they are not reaping the promised benefits from their technology. So what happened? Why hasn't CRM created the smooth connection between customer information and decision-makers that so many of us expected? The answer, I suspect, lies less in the technology and more in the fact that contact centers haven't successfully worked through the strategic and process issues that would enable their CRM tools to really enhance the customer experience.
I agree that there are a lot of strategic and process issues that are often ignored during CRM projects and this article does a great job of highlighting some of the big ones. However, I think the title itself really identifies the biggest problem – that the systems are misused.
Far too often I find that organizations will focus on developing the strategy, process and technology, but then ignore how the systems are actually used after they go live. While you must get all of these components right, if people do not actually follow the strategy and process, and use the technology as it is designed, you will not get the results you need.
One of the biggest problems organizations face is that they do not do enough to drive effective use of CRM. Traditional change management and training programs do not drive full user adoption and in many organizations no one is responsible for driving effective system use. If you are interested in learning about how to drive effective user adoption you can contact me at info@TriTuns.com and I will send you a paper on this topic that I recently presented at a project management conference. www.TriTuns.com