CRM Blog has an interesting post on why CRM alone is not enough:
CRM is essential for managing the transactional aspects of the customer relationship, but it is no longer enough. Executives seeking to build customer loyalty, improve market agility, and manage their brands across global markets are finding that customer experience management offers both a solution to address the challenges of today and a platform to improve competitiveness moving forward.
I can’t agree with this more. Software and hardware can’t succeed if humanware fails. Change management is an important and overlooked aspect of CRM. It includes the entire enterprise and its constituents on how they deliver the customer experience and their ‘attitude’ towards customers. It’s about turning long held beliefs amongst employees on their heads.
It’s a slow burn and there are no overnight solutions for this.