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Posted by Kate Leggett on December 15, 2010
MyCustomer.com recently asked me what my thoughts were about CRM — why initial CRM projects failed, what has changed to make deployments successful, and what the future holds for CRM. Here is the second part of my answers, as well as a link to the published article.
Question: What has improved/changed to make CRM implementations more successful now?
Answer: My flip answer is that we’ve all grown up. Our technology has matured, we now have best practice processes to scope, implement, and deploy CRM systems, and we understand the organizational commitment and achieve the ROI that CRM has been promising us for the last decade.
A more factual answer is that CRM systems are now feature-rich, with best practice and industry-specific workflows built into them. This means that customers can choose to adopt these best practices without needing many man-months of customization work. The CRM architecture has evolved to make them immensely scalable, more easily integratable with other IT systems, as well as easily changeable to keep in step with changing business needs (think about all the mergers and acquisitions that have happened in the past several years, and the IT changes that have had to quickly happen to preserve the customer experience). There are also SaaS solutions available to achieve a rapid time-to-value, and we see a significant uptick in SaaS CRM adoption. Vendors and system integrators have a proven track record of deploying, tuning, and optimizing CRM projects to achieve quantifiable ROI, and this knowledge can be easily leveraged.
Question: What typically characterized a CRM project 10 years ago? And what do you believe typically characterizes a CRM project today?
Answer: Projects 10 years ago were focused mainly on sales force automation, with customer service solutions as a second. Today, in Forrester’s recent research, we found that while social CRM solutions have captured the imagination of decision-makers at many organizations, it is the tried-and-true technologies that offer the most certain return on investment and are seeing traction.
In our TechRadar™ review of 19 customer management technology categories, we found that:
Read the full article, "CRM sticking points – and seven tips to survive them" at: http://www.mycustomer.com/topic/technology/crm-sticking-points/116553
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