CRM Automation

People

The people component is the most difficult component given the sensitivity of users to change. CRM systems, which support and/or automate integrated customer processes, often imply changes in the way users do their day-to-day jobs. Users who have not properly understood the reasons for the change, who did not participate in formulation of the change, who did not receive sufficient information about the change, or who did not get sufficiently trained on the change will often be adverse to that change. The story of “the rotten apple spoiling the lot” is relevant here since negative feedback can substantially harm a CRM system's success.

Here are a few examples of companies that have been substantially impacted by the people component within ...