There are many software applications available for managing customer interactions, or customer relationship management (CRM). It is a mistake to assume that once you've seen one, you've seen them all, because they are not all the same.

One of the easiest ways a prospective client can reduce the risk of failure in CRM implementations is to fully engage and co-operate during the discovery phase.

Some prospects are reluctant to provide information about their businesses and keep insisting "I know what I want". Unless a person has actually implemented CRM applications before, knowing what you want and knowing how to implement it in your CRM application are two different things.

It is wise to engage in the discovery process, so that the person providing your CRM solution can recommend the best business application that suits your business. During the discovery process, issues that may affect your CRM implementation will be looked at, and training needs of the business end-users will also be discovered and planned. In addition, the consultant implementing your CRM software will understand what your business needs and can then implement your CRM system to meet your business requirements.

A CRM consultant has a deep understanding on what is available, how they work separately and together, and the differences between different CRM software. Having the preliminary work done properly will save the client a lot of time, ensure they get the product that fits their business, and save them money that would have been lost through a failed implementation. It is worth remembering that rescuing a failed implementation is a costly and time-consuming process. Better to get it right, from the very beginning.