Four Causes of CRM Problems
Frank Naujoks from i2s categorizes the problems mentioned into data, software, operation and support. It is noticeable that most problems occur with the software, but the two most urgent ones are related to the data: “ data quality ” and “the effort required to maintain the data is too high”.
The software section covers ergonomics, interfaces, integration and adaptability of the program as well as technological status and accessibility; the croatia telegram screening operation section includes the effort required for upgrades, maintenance and operating costs, support requirements and system support.
Support, the last point, seems to be fine across the board for the CRM programs used, as less than 10% of those surveyed complained about support being lacking, too slow, incompetent or difficult to reach.
A full 26% of all those surveyed have no problems at all with their CRM. Or they didn’t feel like asking the question. Or they didn’t find their problem in the pre-selection.
Success factors for CRM software: fewer functions and more user-friendliness
From our point of view, it is significant that the greatest frustration of CRM users is not caused by a lack of functions but by the poor usability of the existing ones.
36% of respondents stated that the main problem was “(poor) data quality”. We will leave it at that for now. 23% find the “effort required to maintain data too high”, closely followed by 22% who complained about “ergonomics - lack of user-friendliness”.