Toys Not Included: Making CRM a Company-wide Strategy

A while back I was asked what I thought was the toughest challenge to overcome when introducing CRM to a company. I thought for a moment about things like value proposition and convincing sales people to share their contacts. After seriously thinking about it, I am compelled to answer that the toughest conversation I have with customers is around the impact of CRM across their business. While ROI and CRM tool-selection / deployment are usually the first topics to emerge, discussing the idea that CRM is for everyone in the company (not just sales, or marketing or customer service) has always been the most challenging to address. That's because, to many customers, the idea of everyone having access to CRM translates to paying for more licenses or including additional stakeholders who may not be completely on board with the concept. Both of these objections immediately reveal that many

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About JC Quintana

JC Quintana is the Founder of education and adoption company Corporate Relationship Group and the author of several books on customer, employee, and partner relationships.

Corporate Relationship Group helps companies achieve collaboration within initiatives like CRM and Customer Experience by delivering highly creative ideation workshops that increase adoption and implementation success. 

Contact us to learn more about how we increase adoption of CRM technology and programs by connecting with the Customer Experience. Learn more about how we are using the Seven Strategies of Business Relationship Success across customer, employee, and partner programs. Ask us about the ways we collaborate with companies and technology partners to make CRM a powerful enabler that connects all of your customer efforts.

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