CRM can have dramatic effects on the skills required to perform the work and on the people who fill the positions. When organizations move from a direct marketing strategy to a relationship-oriented one, they will need to retrain or hire people with strong analytical and technical skills. Existing marketing personnel may not have these skills or care to develop them, which may cause problems. Companies should weave content and commerce on the Web site. Carefully plan the amount and content of the messages sent through the various channels.
More channels are available to communicate with customers than ever before.
If an organization has a different manager for every channel, there is the potential for uncoordinated CRM in the Early Adopter Phase.