CIO Today

CIO Today Network Sites:   Top Tech News  |   CIO Today   |   Mobile Tech Today   |   Data Storage Today
Daily Briefing for Technology's Top Decision-Makers
Vblock™ Systems:
Advanced converged infrastructure
increases productivity & lowers costs.

www.vce.com
Thursday, April 24th 
Real-time info services with Neustar
This ad will display for the next 20 seconds. Please click for more information, or scroll down to pass the ad, or Close Ad.
Trending Topics:   Security Heartbleed Big Data Cloud Computing Windows XP Data Centers OS X Mavericks
Home
Enterprise Software
Enterprise Hardware
Big Data
Network Security
Cloud Computing
CRM Systems
Data Storage
Operating Systems
Communications
CIO Issues
Mobile Tech
Chips & Processors
World Wide Web
Business Briefing
After Hours
Press Releases
 
Free Newsletters
Top CIO News
 
Mobile Tech Today
 

Computing

Challenges Can Hinder CRM Success

Challenges Can Hinder CRM Success
April 23, 2012 9:42AM

Bookmark and Share
"It requires a change in habit," said consultant Marshall Perez on the challenges of implementing CRM effectively. Unfortunately, many sales professionals do not embrace centralized CRM, often because the good sales reps already have their own personal CRM systems, while others may have job security considerations.

Neustar, Inc. (NYSE: NSR) is a trusted, neutral provider of real-time information and analysis to the Internet, telecommunications, information services, financial services, retail, media and advertising sectors. Neustar applies its advanced, secure technologies in location, identification, and evaluation to help its customers promote and protect their businesses. More information is available at www.neustar.biz.

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.



 Computing
1. Lessons from Verizon's Threat Report
2. Net Gets Faster, But Easier to Attack
3. Hortonworks, Concurrent To Partner
4. Microsoft, BMC Targeting VMware
5. APX Labs Aims To Put Glass in Business




 Most Popular Articles
1. BlackBerry Drops T-Mobile After Nasty Spat
2. Cisco, IBM Launch Internet of Things Consortium
3. Salesforce CRM Gets Industry Specific for Internet of Customers
4. Intel Bets on Cloudera for Big Data Analytics
5. SAP HANA Data Warehouse App Gets Faster Analytics

Have an informed opinion on this story?
Send a Letter to the Editor.
We want to know what you think.
Send us your Feedback.

 Related Topics  Latest News & Special Reports

  Google Maps, Now with Time Travel
  Lessons from Verizon's Threat Report
  NYPD Twitter Campaign Backfires
  Net Gets Faster, But Easier to Attack
  OnePlus One Boasts Android Weapon

 Technology Marketplace
Business Intelligence
Get real-time, cloud-based information services with Neustar.
 
Cloud Computing
Next Generation Data Center Is Here! Vblock™ Systems from VCE
 
Contact Centers
HP delivers the future of the contact center with HP Qfiniti 10.
 
Data Storage
Next Generation Data Center Is Here! Vblock™ Systems from VCE
Barium Ferrite (BaFe) is the future of tape.
2.5" Enterprise-class SATA & SAS SSDs for server & storage applications
 
Enterprise Hardware
Barium Ferrite (BaFe) is the future of tape.
2.5" Enterprise-class SATA & SAS SSDs for server & storage applications
 
Hardware
Protect your network with APC Smart-UPS battery backup
 
Network Security
Protect your network with APC Smart-UPS battery backup
 

Network Security Spotlight
What Verizon's Data Breach Report Can Teach Enterprises
It’s probably not a jaw-dropper, but cyberespionage is officially on the rise. And the use of stolen or misused credentials is still the leading way the bad guys gain access to corporate information.
 
Top Cyberthreats Exposed by Verizon Report
Beyond Heartbleed, there are cyberthreats vying to take down enterprise networks, corrupt smartphones, and wreak havoc on businesses. Verizon is exposing these threats in a new report.
 
Where Do Web Sites Stand, Post-Heartbleed?
A security firm says the vast majority of Web sites have patched themselves to protect against the Heartbleed bug, but now there are questions raised on the reliability of open-source programs.
 
Navigation
CIO Today
Home/Top News | Enterprise Software | Enterprise Hardware | Big Data | Network Security | Cloud Computing | CRM Systems
Data Storage | Operating Systems | Communications | CIO Issues | Mobile Tech | Chips & Processors | World Wide Web
Business Briefing | After Hours | Press Releases
Also visit these Enterprise Technology Sites
Top Tech News | CIO Today | Mobile Tech Today | Data Storage Today

Services:
FreeNewsFeed | Free Newsletters | XML/RSS Feed

About CIO Today Network | How To Contact Us | Article Reprints | Services for PR Pros (In partnership with NewsFactor) | Top Tech Wire | How To Advertise

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