CRM (Client Relationship Management) can be defined as “the strategy upon which companies plan, manage and analyze interactions across their customer’s lifecycle to acquire, grow and retain customers”.
That’s at least what CRM is supposed to be. Instead, what we usually hear from clients about their CRM are comments like:
“It’s a mess.”“We use it badly.”“We bought it for reporting but since nobody uses it, it adds no value.”
For a tool that is so expensive, time-consuming to implement, and promises to help sales people do their jobs more easily, it’s surprising how many companies struggle to get the full return on their CRM investment. Why is it so difficult?