From Interruption to Engagement

Most large companies have some form of customer-relationship-management (CRM) software, but more than half of them are disappointed with it. Critics blame the software, but the real problem could be a failure to address the organizational challenges posed by any new initiative.

Top management often assigns executives with other primary responsibilities to take charge of the CRM effort on a temporary basis, and they may resort to heavy-handed mandates to get frontline staff to use the new tools. Instead, CRM should be treated as a product or service targeted at internal customers.

CRM initiatives have a better chance of succeeding when accountability is clear and frontline users get adequate training and incentives.

Say McKinsey

So, we are back to the fact that all too often it is the internal structures that stop companies acheivng their goals. That the marketing of any new initiative does not start outside, but inside a company.

Having all key stakeholders advocating a project with their hearts and minds will provide an initiative with a much greater chance of success. So create something they can believe in and engage with.

Additional reading: How to keep your customers? Use some common sense.