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  • Digg it UP - Avoiding CRM Failure

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    his company's CRM audience some months ago, Murphy remarked, "If you focus on technology as the only aspect of a customer-facing solution,
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    If you're evaluating a CRM suite in particular, you may have heard a lot of horror stories about CRM investments going to waste. Rest assured, it's not the technology; cases of outright technology failure are rare in e-business, and their heyday was years ago, when a lot of applications were in their early generations.

    Much more often, CRM failure has to do with the old saying, much beloved of coaches, that goes, Fail to plan, plan to fail. This is the point emphasized by Mike Murphy, executive director of Siebel Global Services. Addressing his company's CRM audience some months ago, Murphy remarked, "If you focus on technology as the only aspect of a customer-facing solution,

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    red, it's not the technology; cases of outright technology failure are rare in e-business, and their heyday was years ago, when a lot of applications were in their early generations.

    Much more often, CRM failure has to do with the old saying, much beloved of coaches, that goes, Fail to plan, plan to fail. This is the point emphasized by Mike Murphy, executive director of Siebel Global Services. Addressing his company's CRM audience some months ago, Murphy remarked, "If you focus on technology as the only aspect of a customer-facing solution,

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    pplications were in their early generations.

    Much more often, CRM failure has to do with the old saying, much beloved of coaches, that goes, Fail to plan, plan to fail. This is the point emphasized by Mike Murphy, executive director of Siebel Global Services. Addressing his company's CRM audience some months ago, Murphy remarked, "If you focus on technology as the only aspect of a customer-facing solution,

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    t goes, Fail to plan, plan to fail. This is the point emphasized by Mike Murphy, executive director of Siebel Global Services. Addressing his company's CRM audience some months ago, Murphy remarked, "If you focus on technology as the only aspect of a customer-facing solution,
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    his company's CRM audience some months ago, Murphy remarked, "If you focus on technology as the only aspect of a customer-facing solution, you're going to have a fairly high-risk project."

    This truism of CRM has been out there for years, but it seems not all adopters have paid attention. "People frequently do not take into account the lessons of those that have gone before them," Murphy tells Line56. "They will ignore some of the warnings."

    It's part of a larger pattern in which CRM adopters haven't conducted due diligence about the state of their own company, or of customers. Take the case of Cisco, which bought hosted CRM from Salesforce.com but subsequently came to rea

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