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Posted by William Band on March 1, 2012
My Twitter feed is going wild with #social, #mobile, #CX, and #bigdata hype. But Forrester clients want practical advice for today, in addition to spotting changes on the horizon.
One of the most common questions I get is: “What are the CRM pitfalls I need to watch out for?” I surveyed nearly 150 companies to find out the problems they faced with their CRM initiatives. Here is what you need to pay attention to:
“Reaching a consensus between IT’s objectives and those of the business unit was a problem.” (Marketing manager, manufacturing company)
“Internal disagreements on how to implement were the cause of our problems.” (Senior director, customer support, media, entertainment, and leisure company)
“Changes in business processes comprised almost all of our implementation challenges.” (Service management program manager, retail and wholesale trade company)
“[The features the vendor] promised during the sales cycle were not fully implemented or working correctly at the time of system configuration.” (Operations controller, retail and wholesale trade company)
“[There was] a fairly steep learning curve for the product.” (Senior advisor, healthcare strategies, business services company)
“Internal staff development and functional user education were two key challenges.” (Associate director, public sector company)
Reach for the stars, but don’t let the stardust blind you to the CRM snares that can trip you up.
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