It’s true that a CRM system can provide a great top-down view, but what I really want to discuss is the effect a new CRM can have on its daily users.
We need to appreciate that when people use a CRM system, we are asking them to enter a lot of data. For example, in a competitive situation we want to know who the competitors were, how we compared to them on solution, pricing, capability and many more aspects. This means that users actually need to add far more information than just that which is required in order to get the most out of the system and have it become an asset, and in turn we need to consider the ways in which we can set up the CRM such that it encourages this behaviour.
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