EBA Odesa online event “Typical Problems and Critical Mistakes in CRM Implementation”

03/ 12/ 2025

Even the best CRM system cannot guarantee success — unless the company is truly ready for change. This was the main focus of the online event “Typical Problems and Critical Mistakes in CRM Implementation, or Why 70% of CRM Projects Fail: Real Causes and Practical Solutions”, organized by the Southern Ukrainian Office of the European Business Association (EBA Odesa) on December 3, 2025. The meeting was opened by Kateryna Morozova, Head of the Southern Ukrainian Office of the European Business Association, who emphasized that CRM reflects not technology, but corporate culture and leadership mindset: “CRM is not about software — it’s about people, processes, and data discipline. If a company doesn’t understand why it needs a CRM, even the most advanced system will fail to deliver results.” The event featured experts: Hennadii Pshenychnyi — Co-owner of Right Direction, author of integral management methodologies and algorithms, expert in systems analysis and management technologies. Svitlana Potap — Co-owner of Right Direction, expert in organizational development, change management, and CRM implementation. The speakers shared real-life cases and practical insights on how to avoid the most common mistakes during CRM implementation and make the system truly effective. Key discussion points included: Organizational, managerial, and psychological barriers as the main causes of CRM project failures. CRM regulations and internal standards as the foundation of effectiveness, not bureaucracy. The role of the integrator as a consultant who helps align CRM with the company’s culture. Balancing automation and the human factor as the key to genuine customer-centricity. The company’s readiness for automation, which depends more on the maturity of business processes than on budget. In conclusion, the experts emphasized that a CRM system becomes a true strategic asset only when its implementation is backed by structured management, clear internal rules, and the engagement of the entire team.

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Even the best CRM system cannot guarantee success — unless the company is truly ready for change. This was the main focus of the online event “Typical Problems and Critical Mistakes in CRM Implementation, or Why 70% of CRM Projects Fail: Real Causes and Practical Solutions”, organized by the Southern Ukrainian Office of the European Business Association (EBA Odesa) on December 3, 2025.

The meeting was opened by Kateryna Morozova, Head of the Southern Ukrainian Office of the European Business Association, who emphasized that CRM reflects not technology, but corporate culture and leadership mindset: “CRM is not about software — it’s about people, processes, and data discipline. If a company doesn’t understand why it needs a CRM, even the most advanced system will fail to deliver results.”

The event featured experts:

Hennadii Pshenychnyi — Co-owner of Right Direction, author of integral management methodologies and algorithms, expert in systems analysis and management technologies.
Svitlana Potap — Co-owner of Right Direction, expert in organizational development, change management, and CRM implementation.

The speakers shared real-life cases and practical insights on how to avoid the most common mistakes during CRM implementation and make the system truly effective.

Key discussion points included:

Organizational, managerial, and psychological barriers as the main causes of CRM project failures.
CRM regulations and internal standards as the foundation of effectiveness, not bureaucracy.
The role of the integrator as a consultant who helps align CRM with the company’s culture.
Balancing automation and the human factor as the key to genuine customer-centricity.
The company’s readiness for automation, which depends more on the maturity of business processes than on budget.

In conclusion, the experts emphasized that a CRM system becomes a true strategic asset only when its implementation is backed by structured management, clear internal rules, and the engagement of the entire team.