Applications

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.

APC has an established a reputation for solid products that virtually pay for themselves upon installation. Who has time to spend worrying about system downtime? APC makes it easy for you to focus on business growth instead of business downtime with reliable data center systems and IT solutions. Learn more here.

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.



 Applications
1. How Chrome Eats Your Battery Life
2. Cisco Woos More Devs with DevNet
3. Investor Wants EMC To Spin Off VMware
4. Mobile Apps Offer Last-Minute Deals
5. Amazon Launches E-Book Subscriptions




 Most Popular Articles
1. Experts Say Four Threats Put Internet Freedom at Risk
2. Review: Warming Up to Tablets with Keyboard Covers
3. Gartner Rates Security Solutions in Annual Magic Quadrant Report
4. Android SMS Worm Lets Bad Actors Cash In
5. Aerohive Helps Retailers Engage In-Store Customers

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

  Lenovo Still in Small Windows Tablets
  How Chrome Eats Your Battery Life
  Cisco Woos More Devs with DevNet
  Investor Wants EMC To Spin Off VMware
  Schools Buy Million Chromebooks in Q2

 Technology Marketplace
Big Data
Unlock your enterprise data's potential. Learn how in the research report.
Are you getting everything you can out of your business data?
 
Business Intelligence
Get real-time, cloud-based information services with Neustar.
 
CIO Issues
Secure and retain skilled technology professionals. Learn how.
 
Cloud Computing
Are you getting everything you can out of your business data?
 
Data Storage
Unlock your enterprise data's potential. Learn how in the research report.
 
Enterprise Hardware
Protect your network with APC Smart-UPS battery backup
Cisco UCS Invicta Series flash memory systems
 
Enterprise I.T.
Register for an upcoming ISACA® certification exam today
Secure and retain skilled technology professionals. Learn how.
 
Enterprise Software
Unlock your enterprise data's potential. Learn how in the research report.
 
Hardware
Protect your network with APC Smart-UPS battery backup
Ferocious productivity. A fearless team of pros. Find Out More
Cisco UCS Invicta Series flash memory systems
 
Network Security
Protect your network with APC Smart-UPS battery backup
 
Small Business
Ferocious productivity. A fearless team of pros. Find Out More