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Posted by William Band on October 21, 2013
To succeed in the age of the customer, IT leaders that that support “front-office” business processes cannot afford failed technology initiatives. In recent blogs, I have been sharing the results of a recent survey of practioners to define and quantify the best practices for CRM success.
Working in partnership with CustomerThink, Forrester collected opinions from more than 600 individuals who had been involved in a CRM technology project as a business professional in sales, marketing, customer service, or IT. Previously, I reported that our data show that CRM technology deployments require a balanced and multifaceted approach that addresses four critical fundamentals: process, people, strategy, and technology.
Notwithstanding the relative maturity of the CRM solutions available on the market today, more than one-third (35%) business and IT professionals that we surveyed report specific technology snares that you must navigate around.
The top technology challenges to implementing a CRM solution include difficulties in consolidating customer data (45%); lack of the skill sets required to implement and support the solution (45%); poor usability of the CRM solution (34%); system performance shortfalls (32%); perceived functional deficiencies in vendor solutions (29%); and integration challenges (25%). These can become key roadblocks to the effective use of CRM solutions to achieve better business outcomes.
What does this mean for you?
Traditionally, IT organizations have existed to support internal operations but in today’s world, the technology leaders must play a key role when it comes to delivering solutions that support better external customer experiences. With business partners in need of help, it’s up to technology leaders to help identify and deliver solutions that will give their companies a competitive edge.
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