CRM Is Usually Not a System Problem
Why customer systems fail when behavior, data and business process are ignored.
Companies tend to blame their CRM. The interface is clunky. The fields are wrong. The reports are off. Nobody uses it. So they buy a new one — and after eighteen months, they are having the same conversation about a different logo.
The pattern is almost always the same: the system was bought, but the behaviour around it was never designed. Nobody decided what a good opportunity looks like. Nobody agreed on what a customer journey is. Nobody made it easier to do the right thing than the wrong thing.
Good CRM is a behavioural design exercise dressed up as a software project. Get the behaviour right and the system gets quiet. Get it wrong, and no platform will save you.
“CRM is rarely a software problem. It is almost always a behavior problem.”
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