In the early part of this century I was involved in CRM implementations. Looking at the current surge in big data technologies I was wondering if there are similar things happening now as in the days when CRM was hot.
After doing more than a dozen CRM implementations I took some time to reflect on the challenges around CRM implementations.
Here is the list of reasons why CRM projects often fail:
- No executive sponsorship and involvement
- Unchanged organizational structures and culture
- Leaving out the customer in defining CRM programs
- Little attention to new customer metrics
- Technology is leading the CRM program
- Data quality issues
- CRM only at departmental levels
- Lack of CRM skill and resources
I added to that a quote from John McKean revealing a paradox in the competencies companies have invested over the years: “Over 90% of all CRM/Customer Information investments relate to technology and information. Less than 10% is historically invested in people, process, organization, culture and leadership” (John McKean. Information Masters, Secrets of the Customer Race, John Wiley & Sons, Ltd).
Although the scope and opportunities regarding Big Data are beyond that of CRM, same list of challenges apply.
I wonder how much we have learned from this….