Why Your CRM Implementation Is Quietly Failing? Expand its user base and info gathered via @forbes @danwoodscito | WHY IT MATTERS: Digital Transformation | Scoop.it
From www.forbes.com - October 15, 2013 8:59 PM
Most Customer Relationship Management or CRM implementations are governed by an incomplete vision, one that is far too internally focused, and as a result, they are quietly failing to live up to their potential.


  • The reach CRM of must be dramatically expanded to new populations of users who interact with the customers. “It is ridiculous to limit CRM to sales. In my view, every clerk walking the floor of a store, every customer service rep, every repair technician, receptionists – essentially everyone that interacts with a customer should have a view of the customer provided by CRM. Through our research we believe that for every user of CRM, there are at least 25 customer-facing individuals not using CRM, but they should,” said Augustin. “It’s not just about upselling, but about how to make the customer happier.”