Challenges implementing CRM

Nearly every major retailer has started or is planning some type of CRM project.  Many retailers see a CRM solution as an important component of an eCommerce/multi-channel solution.  While I believe the business case for CRM is clear, as it works to deliver on the promise of a single view of the customer, the implementation of a CRM is not as simple. 

In my dealings with retailers, many see CRM from a pure systems (i.e. features and functions) perspective.  While the feature capability of a CRM solution is very important, the overall solution capability can be overshadowed in an organization without clear workflow, processes and strategy around the implementation and use of a CRM.  For these reasons (and others) many CRM implementations are falling short.  Take a look at some of the recent data from AMR on the topic:

• 29% of poll respondents experienced difficulties that kept their deployments from going live
• 25% of CRM licenses are undeployed     

Like any booming software space, CRM captured the hearts and minds of IT and LOB executives with the potential of what the solution could offer.  This exuberance lead many to rush to purchase and implement without a sound strategy or processes behind them. 

An example of a company that has done CRM well is Best Buy with their Geek Squad business unit.  They were looking for a solution and not a product.  Because of this their implementation is delivering real results.  More on their case study can be found here:

http://www.microsoft.com/dynamics/crm/product/bestbuy.mspx