One disparity that exists among reviews on the challenges for customer relationship management system to deal with innovation and new media has to do with categorization of the challenges. There are sections that would categorize or group the challenges according to different departments or sections of the organization that is making use of the customer relationship management.
Some other reviewers refuse to do any categorization of the challenges and see the any challenge identified as something that borders every aspect of the organization. Astir IT (2012, p. web) categorized the challenges that are likely to face an organization according to the following departments: CEO/CFO/COO, Chief Sales Officer, Head of Customer Service and Chief Information Officer. The Expert believes that each of these departments have different challenges to worry about as far as innovations in customer relationship management for new media are concerned. Lasser and Mandel (2012, p. web) on the other hand refused to categorize the challenges but saw each challenge as an issue for every other person in the rank and file of the organization.
Reading through the named challenges with innovation in customer relationship management system by the two groups of reviewers however brings out lots of similarities on the individual challenges that organizations face. Together with the CRM Info Online (2012, p. web), challenges such as Exorbitant Costs, Inadequate Focus on Objectives, Insufficient Resources, Inappropriate Metrics, Complex Systems, Slow Returns, No Customer Focus, Accurate view of sales pipeline, Cockpit-view of the business in real-time, Different functional areas using different systems, low quality data or with data that is missing altogether and poor performance are some of the overall challenges mentioned.
There are reviewers who notwithstanding the fact that they appreciate the challenges listed above as genuine problems that could hinder innovation with new media in customer relationship management suggest ways of dealing with the challenges. Depending on the type of challenge at hand, customer relationship management experts suggest two major forms of solutions to overcoming the challenges. These forms are human based and system based. Human based advocates are of the view that managers and departmental heads hold the responsibility of putting in place human resource oriented strategies that will help them overcome their challenges.
Typically, Campbell (2012, p. web) advises that managers should be proactive in deciding on the cost of customer relationship management innovations, leadership style, phases of implementation takeoff, size of labor to involve and best practices for ensuring quality. In her view, such proactive steps can lead to managers putting in place the best strategic plans for overcoming challenges with customer relationship management. With reference to experts who suggest solutions in relation to system, they argue that when the challenges deal directly with the choice of technology or execution of technology (software), the best way to curb the problem is to employ on the use of more sophisticated software to technologies to overcome the challenges. On Contact (2012, p. web) is one group that advocates for the use of advanced technology for solving challenges relating to the innovation of customer relationship management in the face of inculcating new media.
Astir IT, 2009, ‘Customer Relationship Management (CRM) Challenges’, accessed September 21, 2012 <http://www.astirit.com/Customer_Relationship_Management_Challenges.htm
Lasser E and Mandel Z 2012, ‘Problems and challenges in the effective implementation of CRM systems’ accessed September 20, 2011 http://www.matrix.co.il/en-us/News/Headlines/Pages/effectiveimplementation.aspx
CRM Info Online, 2012, ‘CRM’s Challenges – What’s going wrong?’ accessed September 2011 http://www.crminfoline.com/crm-articles/crm-challenges.htm
Campbell S. J. 2012, ‘Overcoming Challenges in Implementing CRM Software Solutions’ accessed September 20, 2011 http://www.tmcnet.com/channels/crm-software/articles/7154-overcoming-challenges-implementing-crm-software-solutions.htm