Comments on: CRM gets personal

By: zubair

zubair — Sat, 27 Jun 2009 06:37:13 +0000

Very nice and informative article!

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By: Glenn

Glenn — Mon, 05 May 2008 12:19:01 +0000

The foundation of CRM as a strategy is customer-centricity.
CRM frequently fails because the front-line employees and their middle managers don’t like it.
Therefore, when implementing CRM as a business strategy, involve representatives from all departments, especially front-line staff and their managers in the design and implementation.

In this context, they are your customers. If you are not customer-centric when implementing CRM you are hypocritical.

By: Bill Wallace

Bill Wallace — Sat, 12 Jan 2008 09:09:03 +0000

End user adoption is obviously critical. Not properly trained, staff are going to bash the system causing a downward spiral in acceptance.

The major problem with any CRM system is that it is brought in by management, implemented by consultants working with staff who are generally under educated. Giving the impression of “being forced upon” those who will use it and promoting a “big brother” attitude.

And, as stated by Paul, the customer tends to be left out of the equation. Perhaps a paradigm shift towards CMR – customer-managed-relationships?

By: Sieger im FTD-Wettbewerb Bank der Zukunft: Mybankplace : Bank 2.0

Sieger im FTD-Wettbewerb Bank der Zukunft: Mybankplace : Bank 2.0 — Tue, 04 Dec 2007 19:20:59 +0000

[...] VRM bedeutet, der Nutzer holt sich seine (Lieblings-)Anwendungen im Internet auf eine eigene Site wie z.B. Communities, Magazine, Filme, Shops, Spiele, Lernen, Banking u.v.a.m. und nutzt diese direkt über seinen persönlichen Zugang. Die Folge davon ist, das alte Paradigma CRM hat ausgedient. Die Anbieter müssen neue Prozesse zum Kunden entwickeln. Der Kunde kommt nicht mehr auf ihre Site, sondern ihre Anwendungen, Produkte und Services kommen auf die Kundensites, müssen dort Gefallen finden und versorgt werden. [...]

By: Paul

Paul — Fri, 16 Nov 2007 16:36:33 +0000

fyi, the 65% figure is way out of date…this came from a 2002 Gartner report. AMR has the most recent data and they’re pegging the failure rate at 35%. According to the research, the biggest cause of failure is lack of buy-in from end users. This aligns with my personal experience…a lot of sales reps don’t want to spend time filling out call logs when they could be on the phone (or on the golf course . They also don’t like the idea of being tracked by big brother (although they typically won’t cite this as their reason for not using the product).

I tend to disagree with your thoughts on the causes of failure, but i think the sentiment is right on track…if the customer had the ability to guide the relationship according to their wants/needs, it would benefit both parties. This will require a huge mind shift, as most companies that I’ve worked for tend to think in terms of customer control…even lead generation modules in CRM packaged are designed to get people in the door so that the company can then gain “ownership” of the customer.