Why CRM fail the progettti
We now know that many CRM projects have failed and unfortunately continue to fail despite the companies customers to choose consulting firms and competent series. The reasons for these failures are many: corporate clients have in mind exactly what you would expect from a CRM system, often the SW is not recommended the best way of mapping the business requirements, integration consultants are not up to expectations and so on.
But even if all the operational and technological aspects have been addressed properly, there remain other issues that are often overlooked by almost everyone involved. In particular, as well as adequate training of staff (an aspect that we will face in a future article), there is a subtle danger: the quality of the data.
The data quality is a determining factor in the success of any IT project, but especially in front end systems such as CRM.
Very often this aspect is not considered as strategic projects IT. I have often in implementations which I attended to see projects that were well-made blend both technically and in terms of processes, but plagued by problems of data which would not allow the actual use, every effort mortifying.
Let's see what it can mean "quality" of the data for a Call Centre: historically (at least in Italy) the Call Centre was the first and often the only, attempt by companies to implement a CRM, the CC was typically achieved Technically very good, with well-designed procedures and appropriate business structures, personnel, experienced and dynamic.
Then came the time to load into the system Front End tutti i dati già presenti in azienda e sparsi sui vari sistemi informativi (ERP, Gestionali, DB dei venditori, Marketing DB, etc.)
Nonostante le varie armonizzazioni e gli studi possibili, all’atto del caricamento di questi dati, si creano doppioni, nomi errati, e via dicendo, soprattutto quando si considerano le anagrafiche personali e gli indirizzi.
Per maggiori informazioni http://www.crmnet.it/
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