Common reasons why CRM systems in Europe fail to meet objectives include not planning for change, not defining clear objectives, and poor data quality. Other factors are poor user buy-in, lack of employee incentives to use the system, insufficient training, and overcustomization. To address these issues, organizations should make the CRM system easy to use, maintain a single view of data, link to unstructured data sources, and get buy-in from the entire business.

1. of CRMs in
Europe fail to
meet objectives
Factors behind these failings
Not planning Not defining
for change clear objectives
Failure to align Poor data
the business quality
operations
across sectors
Poor user Not attaching
buy-in measurements
to the objectives
No incentive for Over customisation
employees to use of CRM
the system
Insufficient training
How to address
these issues
Make it easy for sales Include solutions
and marketing to spot based on refreshed,
selling opportunities duplicate free data
by offering data in a
single view
Make the system easy Link to unstructured
to maintain data with news and
social media alerts
Get buy in from the
whole business
For more information on how Dun & Bradstreet can help you get more from your CRM system, please call 01628 492299 or email B2Bdata@dnb.com
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