Refusal to adapt can 'destroy' CRM effort

If a manager hangs on to "pet processes" at the expense of business management software, it is doomed to fail, according to an expert in customer relationship management (CRM).

Christopher J Bucholtz of CRM Buyer explained that while certain people can mess up a CRM effort by overly embracing the technological aspect, non-believers can be even worse.

He explained that such people are more likely to "cling to some vestige" of the process that has always worked in the past, and to accommodate this desire over the use of CRM and other business management software is a sure-fire way to undermine staff who use the system.

"Modern CRM solutions usually include some corollary to these processes that the manager has either not seen or is not trained on; refusing to adapt is selfish and an effective way to foment rebellion in your staff," Mr Bucholtz concluded.

David Taber recently told CIO that CRM is only as good as the data it holds, so businesses must ensure they are embracing it properly and not undermining themselves before they have even started using it.

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