Customer relationship management (CRM) is no stranger to user adoption issues. Similarly, sales force automation (SFA) has been challenged with the adoption of new processes and technologies for more than a decade. Customer intelligence (CI) projects face the same steep climb to user acceptance as other CRM-related projects but with some unique challenges that other CRM projects may not encounter. Key barriers to user adoption include:

To successfully overcome these barriers, CI teams use a combination of organizational change and process improvement techniques.

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