Reasons for leaving CRM in the past

It is no secret that the majority of CRM-implementation projects fail or do not deliver appropriate value to a company. The usual method for CRM adoption is Big Bang, which demonstrates that most organizations still consider CRM, and subsequently, customer interaction, in a very rigid manner. With this method of implementation, there is very little space left for adopting changes that are needed to respond to the ever-changing business environment and consumer needs. It is not enough to implement CRM on time and inside budget. Technology needs to be flexible so that companies can rapidly incorporate new strategies and business objectives during the implementation of CRM. In a sense, CX/CRM projects do not end; they need to evolve alongside the market's evolution.

A CRM system, as a monolithic system, is not able to be flexible, no matter how well you have planned it or how skilled your team is. Another important aspect is that CRM systems are not tailored to support new channels of communication, such as cell phones and social media channels. CRM systems are great as a transactional database, and that was good enough for 20 years, but in today's world they are holding businesses back.