Users should employ caution when implementing a pan-European customer relationship management (CRM) strategy, according to the latest study from AMR Research.
"They need strongly localised CRM products, expert product support within their local time zones and implementation plans that take into account the risks inherent in a latter-day CRM rollout," said Kevin Lucas, senior research analyst at AMR.
AMR's Report on European E-business suggests that the language barrier is one of the biggest challenges which companies face. Lucas said, "Poor translation inhibits accurate communication."
"It is only a small step from here to assumptions that transactions will be handled poorly and that security will be poor," he added.
Worryingly, Lucas believes that few suppliers are currently ready to support pan-european CRM.
"Remember that pan-European CRM implementations are rare. Assess risk, identify contingencies and plan the project from the perspective of an early adopter." he said.