Forrester Reports Most Common Causes of CRM Implementation Failure

According to Forrester research, we have entered “the age of the customer.” What this means is that in order to remain competitive, companies need to focus on customer experiences and satisfaction more intensely than ever before. According to Forrester, there are two things that companies need to work on in order to enhance customer relationships:

  • Developing a deep knowledge of the customer and their businesses
  • Consistent and meaningful engagement with the customer

Customer relationship management (CRM) software was designed to help companies do exactly that; but the selection and CRM implementation process is what will make or break your overall strategy. Forrester recently surveyed more than 500 professionals who have been directly involved with a CRM project in the last 36 months. The survey uncovers their most common frustrations and failures so you can learn from them and apply it to your future CRM project (s). The major findings are summarized below:

Process (procedures and business rules)

-44% of respondents cited insufficient definition of business requirements; inadequate process designs; and, the need for customization as the cause of problems with their project. (click to tweet)

People (organizational structure, skills, and incentives)
-42% cited slow user adoption, inadequate change management, insufficient training, and misalignment with organizational culture as the main reason for their project failure. (feel their pain? click to tweet!)

Strategy (goals and objectives)
-40% related their CRM project frustrations to unclear objectives, poor deployment practices, and governance practices. (Click to tweet!)

Technology (applications and infrastructure)
-35% reported CRM failure due to data problems, functional shortfalls, lack of skills to implement, system performance, and poor usability. ( click to tweet)

There are many different factors to consider when choosing your CRM system and many steps to be taken before, during, and after implementation. As this survey shows, it is very easy to miss a step or glance over a critical detail during CRM selection and implementation; but now you know what to look out for. To learn more about how to make your CRM project a success, download our white paper, “11 Ways to Achieve Success with CRM Selection and Implementation” to learn more about CRM best practices and how to put them into action for your project.

CRM system

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