Posted by: datango AG | September 23, 2011

Mo’ research, mo’ adoption problems…

I read with interest the Neil Davey article on MyCustomer.com about CRM training’s most common calamities.

Sadly, once again, research points to a significant proportion of ‘failure to meet expectations/benefits’ for CRM deployments largely due to end users’ failure to adopt the processes that the application is designed to support. The stats?

  • According to the Institute of Sales & Marketing Management (ISMM), 77% of UK organizations now use a CRM system, but 40% are not satisfied with the results.
  • Further, the National Computing Centre (NCC) reports that as many as 1 in 3 companies say their CRM rollouts delivered only limited benefits and that technology failures are unlikely to be the culprit.

Neil’s article then goes on to cite a number of things that companies could, should or should not do (all of which are valid) when implementing CRM systems and when focusing on end user training. For me, though, the real question is, once again, why after so many years (when the knowledge of how to do it right is well understood) do we still fall over at the ‘people’ hurdle?

Answers on a postcard to… (oh, just hit the comment link!)

Steve, datango

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