CRM failures on tap

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Differentiated failures

Glad to see you'll be addressing CRM in your blog, Michael. Between you and Paul G, it looks like the industry is going to get a fair shake.

It will be interesting to see how you approach the topic of failures. On the one hand, many sources say the fail rate is around 50 percent, so you should have plenty to choose from. On the other, those failures are typically (in my experience, anyway) due to one or more of the following:

(1) The company fails to make the customer, as individuals and a collective entity, the center of the conversation.

(2) The company believes the new CRM technology it's just bought will fix bad business practices and magically provide insight without input or analysis.

(3) The implementation was made the responsibility of the IT department--highly skilled individuals who don't deal with customers.

(4) Somebody picked the wrong tools for the job.

Identifying why an implementation failed--or why it hasn't succeeded yet--is important, and so is pointing out what can be done to salvage what's good and fix what's bad. My fear is that people will read "CRM failures" and interpret it as "CRM is a failure." Anything we can do to avoid that would be a step ion the right direction.

Posted by: LagerCRM   Posted on: 07/23/09 You are currently: a Guest | Members login | Terms of Use

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