CRM was originally intended to provide sales reps with a system for managing information about their contacts. But it’s grown into an eight-headed monster with ambitions to improve customer loyalty, enhance sales-force efficiency, and enlarge management control. Typical implementations, though, have done none of these well. Why?
The answer, in part, is simply that many companies’ reach has exceeded their grasp. They’ve designed overly ambitious and complex CRM systems that they can’t implement effectively. Worse, many of the solution designs have such a limited understanding of how a company grows that even if they’re perfectly implemented, they fail to deliver the intended benefits. To a hammer, everything looks like a nail; to many IT professionals, everything looks like a process. In supporting your company’s growth ambitions, this is a dangerously narrow viewpoint that limits IT’s impact on the company’s growth performance.
Source: Optimize Magazine
Subjects: Customer Related, IT / Technology / E-Business
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