CRM is almost always done wrong.
Customers vote with their feet and wallets. The absence of describing and designing the best customer outcome has been the fatal flaw of most, if not all, CRM initiatives.
Customer relationship management has a forty percent to seventy plus percent project failure rate as reported by major technology analysts firms and business consultants whom have interviewed executive management, IT and system end users.
If you ask customers, the failure rate is even higher as customer dissatisfaction ratings climb and customer outrage grows. Customers have become less loyal and more vocal as they spread their disapproval across all media channels from web site reviews, FaceBook slams, product and company review sites.
CRM should be built backwards. Define what you want the customer experience to be. Inventory every contact and quantify and the best business outcome. Then script best customer contact across each company contact, system, function and process.
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