Benefits and
Challenges of CRM

CRM failure
Business
benefits of customer relationship management is not guaranteed and it is proven
to trap for many companies. Berbaai survey conducted industry research group
includes a report stating that more than 50 percent of CRM projects do not give
the results promised. In the other study reports 20 percent of the companies
surveyed reported that CRM implementation actually have damaged their
long-standing relationships with customers. Moreover, in a survey of over 25
senior management satisfaction management tool, although 72 percent of them
expect to implement CRM in the near future.
What
is the reason for the high rate of failure or dissatisfaction with CRM -related
business? Research shows that the main reason it is common; lack of
understanding and preparation. In other words, corporate managers often rely on
the famous novel application of information technology (such as CRM) to solve
business problems without first developing a business process and change
management programs needed changes. For example, in many cases, failed CRM
projects are implemented without participation from of the parties with an
interest in the company (stakeholders) involved with the project. Therefore,
the employees and customers are not ready for a variety of processes or new
challenges which are famil of new CRM implementation. We will discuss failure
in information technology management, system implementation and change
management in the writings to come.
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