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Posted by William Band on June 24, 2013
One of the most frequent inquiries I still get from clients is: “How do we avoid CRM technology project pitfalls?”
Forrester Research is collaborating with CustomerThink to conduct a study about the future of CRM. The goal is to discover, define, and quantify the critical success factors that lead to successful CRM initiatives. For the purposes of the study, CRM is defined as the processes and supporting technologies used to target, acquire, retain, understand, and collaborate with customers.
In the age of the customer, there is only one source of competitive differentiation: an obsession with understanding, delighting, connecting with, and serving customers. This means effectively managing the four key components of CRM: strategy, process, people, and technology.
Survey participants will receive a free report analyzing the results.
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The last time I conducted this study, I received responses from 133 organizations using at one least of 24 different CRM technology solutions. I found that the risk of a spectacular project failure was still high. These companies reported more than 200 problems, comprised of 27 risk areas in four categories. One-third of the problems related to technology; 27% spotlighted inadequate business processes; 22% related to “people” challenges; and 18% comprised CRM strategy and deployment issues.
Consider these statements as they portray your organization. A “Yes” or “No” answer will spotlight the hazards before they sink your program.
For additional CRM best practices, check out the Forrester CRM playbook.
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