What's wrong from CRM adoption: Three different major perspectives of User, Buyer and Vendor

Amid escalating digitisation, adopting Customer Relationship Management (CRM) systems becomes crucial for enhanced customer engagement and streamlined operations, with marketing, sales, and service operations at the forefront. This research explores CRM adoption's intricate landscape, investigating the roles of key actors: CRM vendors, buyers, and users. While Osservatorio CRM 2023 data shows growing CRM system use, case studies reveal complex roles. Notably, key actors' role differs from expectations. The study uncovers a mismatch between vendors' technological focus and firms' comprehensive support needs. Buyers aim for automation. Users grapple with autonomy, and apprehensions over system switching. This tripartite perspective unveils CRM adoption's challenges in aligning diverse expectations. This research underscores integrating vendor, buyer, and user viewpoints for effective CRM adoption, illuminating overlooked aspects of this process.