For any company, effective customer relationship management (CRM) is a key component for achieving its business strategy.
The right technology, successfully implemented, provides key management feedback about customers, as well as vital information about their profile, interaction and profitability.
But many CRM initiatives continue to disappoint. In reality the failure of CRM initiatives is rarely attributable to the software. More often it is caused by a lack of attention to change management or an inability to measure the business benefits.
For your organisation to become truly customer-centric you must target your CRM initiatives carefully and ensure they are firmly aligned with the business strategy. If not managed correctly, CRM projects can see business units such as sales and marketing acquiring standalone pieces of functionality instead of being integrated into an enterprise-wide solution.
