Why Not to Invest in CRM
If you are looking for ways to change customer perceptions or to simply keep up with the competition, then CRM might not be the right solution for your business.
There are many great reasons for implementing CRM but if your business need is driven by impulses that are not aligned to what CRM does, you might be investing in something that might only automate broken processes. This CRM Buyer report offers some of the worst reasons why a company may think CRM will help.
"To Make Your Employees More Customer-Oriented: CRM will enable your staff, especially in sales and marketing, to understand your customers better by allowing you to collate and organize data about them. However, having that data is not going to change your employees' attitudes about customers. If their focus isn't on the customer now, CRM is unlikely to help -- in fact, the process of learning the ins and outs of CRM is likely to further dilute their focus."