CRM Application and Change Management
Why Focusing on Technology Can Make CRM Fail
- Focusing on technology can easily make CRM fail by 18% because it eliminates the human aspect of managing customer experience as it is not the technology that manages the relationships (Wallace, 2015).
- Lack of vision can easily make CRM fail because the CRM tools are supposed to fit within the vision of the company and not vice versa hence showing the essentiality of being specific in the plans that CRM is supposed to perform (Edinger, 2018).
- CRM implementation can also fail if the organization neglects the focus should be on how to use the technology to improve customer experience and not how the customers’ perspective fits into the model of the technology (Edinger, 2018).
- Lack of adequate training among the employees can also result in failure during the implementation by about 23% as the employees will fail to understand how to utilize the technology in improving customer care experience (Wallace, 2015).
- Poor CRM strategy increases the chances of failure by 7% as the company does not recognize where it needs to start implementing the technology and process along with the objectives to achieve (Wallace, 2015).
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Significance of Change Management and Business Process Improvement
- Change management and business process improvement enable the organization to prepare for handling the demanding tasks associated with change while determining key areas for priority (Syed Ibrahim et al., 2019).
- The concepts aid in addressing costs associated with poor management by identifying areas that require not only improvement, but also areas that performed poorly.
- Change management is essential because it helps in creating consistency through the establishment of a standard approach that will manage the transition process for uniformity.
- Business process improvement increases productivity by removing inefficiency that would be affecting the value chain while enhancing the productivity of the organizational members (Syed Ibrahim et al., 2019).
- Business process improvement is essential in improving the quality of products and services offered to the consumers through the acceleration of development and meeting the needs of the customers (Syed Ibrahim et al., 2019).