Despite all the advancement in CRM technology, many customers still endure bad experiences every day: wrong information, clueless customer service and a sense that their business isn’t valued. How does this happen? Don’t blame the technology, blame the implementation.

I’ve spent 20 years leveraging technology to improve customer experiences. In that time I’ve seen a lot of missteps in CRM implementation — great CRM technologies that don’t live up to their potential. Here are the five missteps I see the most often.

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