Why Do CRM Investments Encounter Resistance?

While CRM investments are a critical step for companies seeking to establish a customer-centric business culture, it's quite common for them to encounter resistance within the business. Success is nearly impossible without understanding and addressing the root causes of this resistance.

In this video, we delve into common resistances encountered in CRM projects and how to overcome them to achieve successful CRM integration.

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Key resistance points and suggested solutions discussed in the video:

• Resistance to Change: People's attachment to their habits and difficulty adapting to new processes. Example: A professional services company switching from Excel to CRM.
• Cost Concern: High initial costs and uncertainty about ROI. Example: Hesitations of an SME-sized manufacturing company.
• Failure to Understand the Value of CRM: Failure to recognize that CRM is not just a technology but a strategy and marketing tool. Example: An automotive dealership's disinterest in CRM.
• Perception of Difficulty of Use: Users' inability to adapt due to system complexity or lack of adequate training. Example: Lack of training at a technology company
• Organizational Silos and Authority Confusion: Lack of collaboration and data sharing issues across departments. Example: Marketing and sales conflicts at a service provider.

The success of CRM projects depends not only on the technological infrastructure but also on the human factor and organizational alignment.

This video will help you understand how CRM should be viewed as a strategy rather than a tool and how it can be integrated into business culture.

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