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In briefShow moreShow lessThe article explains how many CRM and IT systems fail because they are not adopted, often due to inadequate onboarding and training rather than the technology itself.
- The article explains how many CRM and IT systems fail because they are not adopted, often due to inadequate onboarding and training rather than the technology itself.
- ProsessPilotene emphasizes that real value creation only happens when all employees work well together and the systems reduce noise in day-to-day work.
- Sugar emphasised management support, a training plan and a team that follows up adoption.
The story
The article explains how many CRM and IT systems fail because they are not adopted, often due to inadequate onboarding and training rather than the technology itself.
What this means for the work
ProsessPilotene emphasizes that real value creation only happens when all employees work well together and the systems reduce noise in day-to-day work.
User adoption is defined as using the system as intended, which often requires changes to working practices and effective change management.
The demonstration or announcement describes platform capabilities; it does not show that every organisation will obtain the same result. Forrester reported high CRM adoption but low overall satisfaction in August 2023, a useful counterweight when assessing new features.
A 2022 Forrester analysis linked weak CRM outcomes to unclear strategy, insufficient governance and poor change management. Technology has to be tied to defined processes, roles and outcomes. Training and follow-up after launch are part of the implementation.
A bounded trial is often more informative than a long feature list. Leaders can choose one process, agree what data must be recorded and measure whether the work becomes easier or more accurate. Integration, access control and long-term process ownership should be decided at the same time.
Sources and perspectives
ProsessPilotene: Aud-Katrin Sugar shares experience from CRM adoption
Forrester: High CRM Adoption But Low Satisfaction (15 August 2023)
Forrester: Poor Change Management Kills CRM Success (3 October 2022)
Forrester: Knowing When To Migrate To An Industry CRM (26 April 2024)
Practical follow-up
Sugar emphasised management support, a training plan and a team that follows up adoption. Employees need opportunities to practise their own tasks and get help when they struggle. Support needs to continue after the project moves into operation.
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