6 reasons why CRM project might fail and what to do about it. Based on an interview of Dr. Stan Maklan (follow him here: https://uk.linkedin.com/in/stanmaklan).

1. CRM
FAILS.
Really?

2. @egg3be

3. CRM.finds success in
Not
Why is this the case?
Dr Stan Maklan, a strategic marketing specialist, shares
his insights on why CRM fails.
everyone

4. Thinking that a software
manipulating customer data
can also help you ‘manipulate’
customers
1 What went wrong:

5. Understand what your customers want, what they
value, and what triggers them to action.
What to do about it:
Getting a software to do CRM does not guarantee your control over
customers. To begin with, managing customers is a challenge
because customers can’t manage themselves.

6. 2 What went wrong:
Assuming that you
already know what data
you need to know about
your customers

7. Stop assuming, start listening. Invest in knowing
your customers first by grabbing data about each
interaction.
What to do about it:
Some companies forego customer research thinking that they know
what market information they need. Realty is: you can only relate
what you are always observing..

8. 3Investing huge sums
of money right from
the start
What went wrong:

9. Start much smaller, bottom-up, one iteration
at the time, learn and do, learn and do,
learn and do.
What to do about it:
Traditionally, you set the budget, show the projections, and hope
profit comes as predicted. But CRM is different: spend some money
to learn what you have to learn, see what you find out, and then add
more funding based on the results achieved so far.

10. 4 What went wrong:
Wanting a simple
solution

11. Realize that CRM relies on capability-building and a
contingent benefit approach; therefore,
the solution will not be as neat as you’d like.
What to do about it:
Companies rarely want complicated solutions, but in customer
management —especially with investments in social media— these
can’t be avoided.

12. 5 What went wrong:
Not putting enough
trust in your people

13. If you’re a top manager, you have be more
of a supporter than a controller.
What to do about it:
A CRM deployment is about learning from customers, experimenting,
learning, doing, moving, changing, [and] building a team with the
capabilities to enhance your relationship with customers. Working in
CRM mostly requires managing up rather than handing directives
from above.

14. 6 What went wrong:
Expecting quick
returns

15. Just give your investments
time to grow.
What to do about it:
Sales cycles vary: cars are not purchased as often as tissues.
So, depending on your industry, getting enough data about
customers may or may not take a long time, affecting how quickly
you can start leverage your CRM investments.

16. More information:
Oliver Caeymaex
CRM Consultant
olivier@egg3.be
Thank you
for your Agile attention