The 5 Worst Buzzwords in the CRM Industry Today
Posted by Glen Mund on Fri, Jan 11, 2008 @ 04:04 PM
Technology Evaluation Centers (www.technologyevaluation.com)
#5 Senior Management Buy-In
"Senior management buy-in" is a phrase that is simply wrong-headed. If senior management signs off on the CRM expenditure, does that signify buy-in? To link CRM success with buy-in suggests that success is a function of implementation and that if the organization does a good job of vendor selection and deploys the applications correctly, then success is ensured or at least highly probable. Yet this is far from the truth-in all too many situations, senior management approaches CRM as a technology deployment and views implementation as a CIO issue. When this happens, the project will quickly produce little impact or lead to outright failure.
#4 CRM Success
Going back to the beginning of SFA, there have been periodic surveys designed to define the percent of organizations that claim success from their implementations. Often, the definition of success is left to the perspective of the person being interviewed; this makes the survey process subject to interpretation. Another issue is whether the user organization defined success prior to implementation and setup metrics and goals to measure the outcome. If the organization did not define success ahead of time, does it have the right to claim failure?
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