Avoid the Quick Fix—Do Your Homework
In helping industry giants and small-scale companies to automate their sales, marketing, and customer service functions, we often come across a dangerous situation in CRM that we call the quick fix. The quick fix is defined as a desire, on behalf of existing and potential CRM users, to realize the full benefits of CRM but to short cut those steps required to ensure that these benefits materialize.
ISM has found that when the quick fix is employed, not only do benefits often not materialize, the likelihood for a CRM disaster increases substantially.
Case Studies of CRM Disasters
To describe the quick fix, let us turn to two case studies.
Case Study 1
Company A is a global computer manufacturer based in the ...
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