Customer Relationship Management News NewsFactor Sites:       NewsFactor.com     Enterprise Security Today     CRM Daily     Business Report     Sci-Tech Today  
   
Home CRM Systems Customer Service Contact Centers Business Intelligence More Topics...
GET RECOGNIZED
Let an ISACA® certification elevate your career.
Register today and save
You are here: Home / CRM Systems / Key Challenges of CRM Success
DDoS Protection Powered By Verisign
Challenges Can Hinder CRM Success
Challenges Can Hinder CRM Success
By Jennifer LeClaire / CRM Daily Like this on Facebook Tweet this Link thison Linkedin Link this on Google Plus
PUBLISHED:
APRIL
23
2012


Virtually every sales person today uses some kind of system for customer relationship management -- whether it's a sophisticated, company-wide, cloud-based CRM platform, or a simple file system with personal notes, or even their Blackberry with all contacts at their fingertips.

The goal for most companies, large and small, is to offer the sales team a CRM system that helps manage customer relationships effectively and uniformly -- with the ultimate goals of boosting customer satisfaction and increasing sales.

We spoke with a number of CRM industry experts, from a variety of consulting firms to makers of contact-center software, about some of the specific challenges companies face today with implementing CRM effectively.

Challenges: Historic and Modern

We asked Saby Mitra, a manager at ZS Associates, a global sales and marketing consulting firm, for his take on the biggest challenges in deploying and using CRM software today.

"Historically, non-intuitive user interfaces, poor data quality, and lack of offline access have been the top organizational barriers towards the adoption of CRM solutions," Mitra said.

While these challenges still exist in some CRM implementations, he said, the ease of data integration through cloud technologies and the availability of mobile platforms have addressed some of these barriers in the recent past.

"The bigger challenge towards sustained CRM usage however continues to be inadequate change management practices," Mitra said. While a CRM solution may be decently designed and implemented, if the organization does not make a proactive effort to articulate the value of the solution to the sales reps and help them understand 'what's in it for me,' user adoption will continue to suffer.

Driving User Adoption

We heard more about CRM challenges from partner Marshall Perez of Chief Outsiders, a Houston-based HR firm that specializes in placing chief marketing officers. He told us incorporation into daily routines can be very difficult, especially if a company does not have a centralized CRM platform.

"It requires a change in habit. Unfortunately, many sales professionals do not embrace centralized CRM, often because the good sales reps already have their own personal CRM systems," Perez said. And, some may be "reticent to embrace a centralized CRM because of job security considerations." Information is power and giving sales management and other reps access to valuable sales contacts can be seen as a source of concern for reps trying to protect their own assets.

Perez noted that many reps do not have confidence that the information they put into a centralized CRM will be used effectively or appropriately, putting their personal relationships at risk. For that reason, many reps still use the old-school method of a paper file or day planner with handwritten entries to manage their customer activities and relationships. (continued...)

1  |  2  |  Next Page >

Tell Us What You Think
Comment:

Name:

Ben Doerr:

Posted: 2012-05-03 @ 12:50pm PT
Wow Jennifer you really hit the nail on the head. My company is now in the process of implementing a CRM system and all of the aforementioned have cropped up. I don't think anyone considered all of the issues that would throw a major wrench into the adoption process. Great Article, Thank you.

Like Us on FacebookFollow Us on Twitter
TOP STORIES NOW
MAY BE OF INTEREST
Salesforce.com is the market and technology leader in Software-as-a-Service. Its award-winning CRM solution helps 82,400 customers worldwide manage and share business information over the Internet. Experience CRM success. Click here for a FREE 30-day trial.
MORE IN CRM SYSTEMS
Product Information and Resources for Technology You Can Use To Boost Your Business

Network Security Spotlight
Who Is the Hacker Group Lizard Squad?
Are they dangerous or just obnoxious? That’s what many are wondering about the hacker group Lizard Squad, which tweeted out a bomb threat that grounded a flight with a Sony exec aboard.
 
Are Government Spies Tipping Off Tor?
Less than a month ago, tech news headlines heralded a Tor Project breach. Now, some are saying that government spies are sharing information with Tor to help it prevent future breaches.
 
Backoff Malware Hits 1,000+ Businesses, Likely More
More than 1,000 businesses across the U.S. might have been affected by Backoff, a new kind of point-of-sale (PoS) malware, according to the Department of Homeland Security.
 

Enterprise Hardware Spotlight
Apple Set To Release Largest iPad Ever
Tech giant Apple seems to have adopted the mantra “go big or go home.” The company is planning to introduce its largest iPad ever: a 12.9-inch behemoth that will dwarf its largest existing models.
 
Alert: HP Recalls 5 Million Notebook AC Power Cords
HP is recalling about 5.6 million notebook computer AC power cords in the U.S. and another 446,700 in Canada because of possible overheating, which can pose a fire and burn hazard.
 
Acer's New Desktop Box Rides the Chrome OS Wave
Filling out its Chrome OS line, Acer is following the introduction of a larger Chromebook line earlier this month with a new tiny $180 desktop Chromebox and also a smaller Chromebook.
 

Mobile Technology Spotlight
Apple Set To Release Largest iPad Ever
Tech giant Apple seems to have adopted the mantra “go big or go home.” The company is planning to introduce its largest iPad ever: a 12.9-inch behemoth that will dwarf its largest existing models.
 
Verizon Hops on the Voice-Over-LTE Bandwagon
Wireless provider Verizon is gearing up for a nationwide launch of its Voice-over-LTE service over the next several weeks, promising clearer and crisper phone calls and a Skype-like video service.
 
Smartphone 'Kill Switch' Law in California; Will Other States Follow?
California’s new law -- signed by Gov. Jerry Brown on Monday -- aimed at deterring cellphone theft could mean most mobile phones sold in the U.S. will soon include similar “kill-switch” tech.
 

Navigation
CRM Daily
Home/Top News | CRM Systems | Customer Service | Contact Centers | Business Intelligence | Sales & Marketing | Customer Data | CRM Press Releases
NewsFactor Network Enterprise I.T. Sites
NewsFactor Technology News | Enterprise Security Today | CRM Daily

NewsFactor Business and Innovation Sites
Sci-Tech Today | NewsFactor Business Report

NewsFactor Services
FreeNewsFeed | Free Newsletters

About NewsFactor Network | How To Contact Us | Article Reprints | Careers @ NewsFactor | Services for PR Pros | Top Tech Wire | How To Advertise

Privacy Policy | Terms of Service
© Copyright 2000-2014 NewsFactor Network. All rights reserved. Article rating technology by Blogowogo. Member of Accuserve Ad Network.