There are a number of emerging issues around the implementation of CRM: 1. The implementation of a successful CRM programme is a long-term investment, involving new IT systems, changing business processes and retraining of staff. Peter Simpson of First Direct said: "The whole CRM thing is becoming a bit of a fad rather than a well thought-out strategy. It's not a bolt on strategy. Companies need to take a holistic approach."
IMPLEMENTATION OF A MARKETING PROGRAM
There is often a conflict between the short-term goal of balancing budgets and the long-term objectives of the business. However, marketers can prove that good returns are possible from better campaign performance. Example: Thames Water wanted to sell water softeners which would cost L900, a price which not everyone would be able to afford. By using a sophisticated CRM system to target prospects, they were able to increase response rates 12- fold. 3. Whilst various functions in a company such as sales, marketing, IT, finance and research will have their own views on what is best for the business, it is important that the project does not become bogged down. It must have a well-defined scope and strategy that focuses on the core benefits of CRM. Cultural resistance must also be overcome, and departments must be encouraged to share information.