Cross Engineering, Pitney Bowes, and Emerson: Change Management Challenges of CRM Systems

1
Cross Engineering, Pitney Bowes, and
EmersonChange Management Challenges of CRM
Systems

• Chapter 7
• Case 2

2
Why CRMs Often Fail

• CRM projects fail to meet their objectives.
• Sales force automation problems.
• Unaddressed cultural issues - employees are
  resistant to change.

3
Overcoming Failure of CRM

• Form cross-functional teams with all parties
  involved to decide on desired goals.
• Form a pilot project to iron out kinks before
  system is rolled out company wide.
• Conduct training sessions.
• Form cross-functional steering committee to meet
  regularly to discuss problem areas.

4
Overcoming - continued

• Demonstrate to salespeople what the system can do
  for them.
• Getting IT professionals to think customer and
  breaking down the barriers between IT and the
  employees who interact with customers.
• Structural changes required in how the company
  operates.

5
Biggest Challenge

• CRM is a mind-set - a business philosophy that
  reshapes a companys sales, marketing, customer
  service and analytics and presents a radical
  cultural shift for many organizations.

6
New Focus

• Change from product-centered or internal focus to
  a customer-centered or external focus.
• Change from a monologue to a dialogue with the
  customer.
• Change from targeting customers to becoming the
  target.