Nearly one-third of CRM projects fail because of non-adoption, according to AMR Research.

I'm guilty of this problem myself. I get off the phone with someone, look at my scribbled notes on some paper and think "I really should enter this call into Salesforce for future reference." But do I do it? Maybe 50% of the time I do.

Many more people visit Facebook than their CRM system. Why? Because your relationship with people on Facebook is dynamic, just like in real life. If a Facebook friend does something online, you know it. And their action, such as joining a group, may inspire you to pursue joining that same group.

Now imagine opening up a Lead or Contact record in your CRM system and seeing the following information:

• Bob downloaded the case study "ACME in Manufacturing".
• Bob opened his email from campaign "Product Announcement"
• Bob forwarded an email to a friend 'Nancy'.

The list could go on, but you get the idea. It's much easier to adopt CRM when the process of collecting information about customers is less manual or more automated.

That's the premise behind i-Dialogue and Customer Experience Management (CEM). Extending CRM with online interactions so that Sales and Marketing reps will regularly use and adopt CRM to learn about and interact with customers.