How to Get the Most out of Your CRM

CRM implementation is a major—and oftentimes costly—project. Once you’ve gone through the legwork of selecting and setting up your CRM application, it’s up to you make the most of your investment.CRM implementation is a major—and oftentimes costly—project. Once you’ve gone through the legwork of selecting and setting up your CRM application, it’s up to you make the most of your investment.

According to a 2013 survey conducted by Merkle Group Inc., 63 percent of CRM implementations in large corporations fail to meet their goals. Unfortunately, a high CRM budget and access to experts is not a guarantee of CRM success. Common reasons for failure include failing to designate who is responsible for customer insights (53 percent of respondents), lack of management bandwidth (43 percent), little or no executive buy-in (38 percent), and CRM not being a priority for the IT team (38 percent)

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