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In briefShow moreShow lessThe article argues that businesses should begin their digital transformation with CRM rather than ERP to put the customer at the center.
- The article argues that businesses should begin their digital transformation with CRM rather than ERP to put the customer at the center.
- CRM delivers faster, more visible benefits, such as increased sales, improved customer loyalty, and more efficient follow-up.
- In the Jets example, customer information and sales work were prioritised during the renewal of business systems.
The story
The article argues that businesses should begin their digital transformation with CRM rather than ERP to put the customer at the center.
What this means for the work
CRM delivers faster, more visible benefits, such as increased sales, improved customer loyalty, and more efficient follow-up.
A CRM-first project establishes clean, synchronized customer data, providing a solid foundation for subsequent ERP implementation.
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
Primary source: Jets Group sparer minst 400 timer i året med AI-støttet ordrebehandling
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
In the Jets example, customer information and sales work were prioritised during the renewal of business systems. Other organisations can start by mapping where the same information is entered more than once and how their systems depend on each other. This provides a basis for choosing an implementation sequence.
Join the discussion
What information does a salesperson need to follow up the next step? Discuss what is missing in your team.
