Most CRM implementations fail because users who should use the system do not do so. In most organizations, the need for CRM is driven by the top management to track marketing, sales and customer service. While senior management consumes information created by end users. Often, it is the end users who are left out of CRM selection and implementation.
The success of a CRM project depends on the end user’s buy-in. It is vital to demonstrate clear value to all users (direct and indirect) by focusing on ease of use. Otherwise, CRM implementations have a high risk of failure.
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