CRM can be 'sabotaged' by managers

A lot of businesses do well to install customer relationship management (CRM) but will then undo their hard work by then going on to sabotage it without realising, according to a new report.

Christopher Bucholtz of CRM Buyer explained that a new CRM system or business management software investment will be 'make or break' depending on the way in which management deploys it.

He asserted that when managers want things to work well, they are susceptible to falling into traps which will "doom the adoption of a CRM system to failure", such as seeing it exclusively as a sales manager's tool as opposed to a sales representative's tool.

Also, people should not feel compelled to use every single feature of an adopted CRM system, Mr Bucholtz continued, adding: "The worst thing that managers can do is to invent data types to be collected just to use all these fields.

"Some are too enamoured by the possibilities of all this data, and others are convinced that using them all justifies their IT spend."

Earlier this week, Business Link adviser James Cope said that CRM has its benefits and can retain important information when there are personnel changes within a company.

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