This study is based on a research conducted by AMR Research that released its results pertaining to failures associated with customer relationship management model implementations. The results of this research has been selected and deeded necessary for this research because as much as ways are being sort to make customer relationship management in the face of new media successful, it is important to look beyond the brighter side to caution out on some of the potential threats that may serve as indicators for failures. By knowing these indicators, strategies can be put in place to avoid them. Figure 1 summarizes the findings on how the customer relationship management software put together by various organizations failed.
The graph reveals almost one-third of all implementations failed. The concluding reason assigned to the failures was insufficient end-user involvement and buy-in. this means that end-user involvement is very important in the implementation of any customer relationship management system or software. Ultimately, customer relationship management is implemented to give a lot of focus to the customer. For this reason, the customer who happens to be the end-user deserves a lot of attention and input. To this effect, the Standish Group’s Chaos Report identifies the involvement of end-users as number one in its top ten lists of key project success factors (Edmond, 2011, p. web). The findings from this research is very useful to this proposal as it outlines the need to give end users and by extension customers more room to operate in the customer relationship managements models that are designed for change.