Other reasons for CRM failure include:
1. Lack of change management – The company does not plan for change management, including the changes in user behavior required to adapt to the new tools.
2. Lack of executive leadership – CRM is sometimes passed off to middle management, and without active senior executive sponsorship, it does not take off.
3. Shortcuts mentality – The company does not plan for a long journey but rushes and stays at the "quick wins" level.
4. Inadequate user buy-in – The company does not adequately prepare users for CRM.
5. Unstructured relationship – The company does not clearly define what is expected from customers as part of the new CRM program.
6. Failure to operate the CRM program – The company does not turn goals into measurable actions and institute them across the organization.
This was first published in June 2008