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Companies that have had bad experiences of CRM shouldn’t
be put off trying again, say our Round Table panel of four
consultants. Pat Sweet talks to
CSC’s Lynette Ferrara, Danny
Thomas of the Thomas Bamber Partnership, John
Stewart at Unisys, and Rob Brickle
of Bsquared Consulting.
Climbing back into the CRM saddle - Part 2
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3
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Rob Brickle: little investment in planning
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User acceptance
A similar theme runs through the comments from all of our
experts – namely that many companies need to pay at least
as much attention to the people and change management issues
involved in any CRM implementation as they do to the technology.
“Unfortunately CRM systems are still often sponsored by IT
and therefore seen as a technology solution. CRM systems should,
however, be an holistic business-driven solution requiring
a cohesive customer management strategy. Businesses need to
recognise that adopting a CRM solution requires significant
cultural and organisational change,” is how Brickle summed
up the position.
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Conspectus 2004
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Copyright © 2004
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