"People Problems" Stymie CRM Initiatives

To succeed in the age of the customer, business and IT professionals who support front-office business processes cannot afford failed technology initiatives. But how do you acquire and deploy the appropriate supporting technologies and lead and sustain the necessary organizational changes to be successful?

Knowledge workers have a great deal of control over the tools they use to get their jobs done, and you must convince them of the value of using a new technology tool. The cost of poor adoption is twofold: underutilized investment and unmet business objectives. Driving adoption needs to be a top priority of any customer relationship management (CRM) initiative, and getting there requires skills and resources to drive effective change management.

To understand the prevalence of the risks and pitfalls that AD&D pros need to navigate to achieve a successful CRM technology project, Forrester partnered with CustomerThink to survey 650 individuals who had been involved in a CRM technology project as a business professional in sales, marketing, customer service, or IT within the past 36 months.

According to our respondents, the top "people" challenges when implementing a CRM solution include cultural resistance to adopting new ways of working (45%), difficulties in achieving user adoption (44%), insufficient planning and attention given to change management (42%), and inadequate leadership (38%).

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