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Saturday, June 29, 2002

Common Failure in CRM and KM is Ignoring User

One of my "altruistic" ventures is serving as EVP of CRM Association, where I'm active in the business users SIG. A common concern on the minds of folks who have made major investments in CRM systems remains the problem of user adoption. I point this out because it is so similar to what is happening with KM systems, and the underlying cause is also the same -- IT-centric planning, budgeting, implementation, and management.

Until users are given priority in major IT initiatives, such projects will remain expensive and disappointing boondoggles. This article provides some interesting perspective on how the web services architecture can support user accomodation, and how important that will be in achieving long-term success in major CRM initiatives.

Web services though, won't solve the CRM conundrum. In order to turn the tide of CRM failures, "planning, governance, all things have to start with the user," Scott says. On the upside, Scott believes people are finally catching on to this new way of thinking about CRM, "and next year, there will be more successful deployments. Things are getting better, but it'll still be a couple of years before you really see the enterprise-wide, single view of the customer," he says.

CRM's Fatal Flaws. line56 Jun 29 2002 2:53AM ET [Moreover - CRM news]

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This Page was last updated: 11/28/2002; 6:19:24 PM
Copyright © 2002 Terry W. Frazier