Six steps to CRM transformation
CRM transformation needs to be linked to overall IT strategy of the organization. While the business demand is the key value driver in the phasing of CRM transformation, the interdependencies between CRM and other operational systems are a major cost and risk consideration. Therefore, the business demand alone cannot dictate the CRM transformation phasing.
In general, professionals and customers involved in unsuccessful CRM transformations commonly point to certain causes of failure. These vary from lack of customer-centric strategy to absence of measurable goals, poor change management to poor implementation.
In our personal experience, most CRM implementations have been beset with similar challenges, owing to lack of appreciation of functional strengths of COTS (commercial off-the-shelf) products in attempting IT-enabled CRM transformations. However, many of the causes are heavily accentuated by poor planning and phasing of CRM transformation programs.
