Published: 24 April 2024
Introducing GenAI into CRM systems not only disrupts employee roles, processes and workflows, but also requires cultural change. Enterprise application leaders are well-positioned to effectively manage this change to ensure smooth adoption, minimize employee resistance and maximize investment.
Many CRM users dislike using CRM systems, as management frequently demands process changes and adds new features that don’t support their jobs. Generative AI in CRM systems will be seen as only a set of new features.
CRM users fail to optimize use of the tools at their disposal, as they don’t see the value in doing so.
Organizational culture has a big influence on CRM users and needs to shift to capitalize on digital investments like generative AI, and to build sustainable performance. However, organizations preparing for digital investments tend to omit cultural change from their plan.
Based
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