Customer Relationship Management (CRM) should be Customer led. Having worked in the CRM software industry for more than a few years, it is my experience that the most common reason for CRM failure occurs when companies fail to realise that CRM is about people first and foremost. In short, CRM is not purely about the software, but how willing an organisation is to commit to an approved customer–centric philosophy.
It is vital that companies really listen to customers’ needs, concerns and challenges – and then align products or services to give customers what they want. Implementation of CRM software on its own is not a magic bullet that will revitalise sales and boost profitability. Companies need to engage effectively with customers and put the ‘relationship’ back into CRM, and for many, this will require a culture shift in the way they do business.