CRM Fundamentals

Pitfalls

Now that we have reviewed the people, process, technology, and expectations needed to assemble a successful CRM program, it is likely instructive to highlight a few ways we have seen organizations either fail or unwittingly introduce obstacles to their CRM success. Take care to avoid repeating these mistakes with your own CRM program.

Poor Executive Sponsorship

As discussed in the prior section, launching a CRM program can be a lot of work for the implementation team and for all impacted employees in the weeks after launch. Things will not be perfect out of the gate, and there may be a frustrating period of refining the processes and application and ramping up. Some employees may be tempted to revert to old ways of doing things and may ...