Our Recommended Solution Process
Most companies spend a tremendous amount of energy
making the "right" decision about which customer
relationship management (CRM) software to choose.
Although every company has their own particular needs,
most CRM solutions can help companies keep track of
prospects and customers, and sales and marketing. It is
of course important to find the CRM solution that best
suits your company's needs. On the other hand, the
software product itself, no matter how good it is, will
not guarantee the success of the implementation. All too
often, money is spent on software that is rolled out to
a sales force, only to meet with a lukewarm reception.
At best, a few power users will latch onto the software
and use it very well, while the rest of the users put in
what is minimally expected of them. At worst, the
software is discarded after a year or two and the search
for a "better" product follows.
The following are some key factors that have proven time
and time again to ensure a successful CRM
implementation, if they are put into place before the
software is rolled out:
1. Management buy-in
If the higher-ups in the company don't care about the
project and give it solid backing, then the general
users can't be expected to care either. Management must
have a clear understanding of how the software can
support and enhance their current business process, and
enforce the use of it. This doesn't mean that management
needs to be breathing down the backs of their users; in
fact, if a system is being used properly, management
will be able to retrieve the reports they need in order
to check on the activity level in the database without
ever having to call a meeting.
2. Sales force buy-in
Sales people that are new to a shared database system
may think of it as an intrusion of their privacy and
that makes it too easy to be checked upon. Sometimes
users are reluctant to put their data into a common
database where others can potentially call upon their
prospects. They may put the bare minimum of information
in the shared database while maintaining a separate
database on their own. Users also need to be assured
that the CRM solution will make their life easier. For
example, sharing data in a database provides a clear
definition of who owns a record. This will help to
define territories, which in turn reduces the chances
that two people will call on the same company. In
another example, creating call and activity reports,
will become easier for them because it will be based on
the notes and activities they enter into the database.
3. IT buy in and support
Your project will be doomed if your IT staff is not
prepared to support the application with hardware,
network and helpdesk resources. Slow performance will
hinder the practical effectiveness of the database, and
downtime for any reason will give the impression that
the software is unreliable. Someone with strong
technical skills should be given the responsibility of
database administrator, and be prepared to handle all
first level helpdesk support calls. There should be a
long-term commitment from the IT staff to support the
database technology, since turnover in personnel can
tend to bring in new ideas of better technology despite
a successful track record for a particular software.
4. Clear expectations of the capabilities of the
software and its practical application to your existing
business process
CRM software is designed to adapt to your already
existing business process. While oftentimes it is
purchased in the hope that it will give structure to a
sales force, if good selling practices are not already
in place, it will not magically create them for you.
Managers usually want to see clearly measurable results
after making an investment in software, so be sure that
the goals that are set are not so lofty that they can
never be reached. Break your implementation down into
phases, where "phase 1" might include creating a solid
database and using basic contact management
functionality such as notes, letters, calendar and
simple sales forecasting; and "phase 2" might include
customization, high level reports and implementation of
strategies. Be sure that each phase has been
successfully integrated into your existing business
process before moving on.
5. Data integrity
Be careful when doing data imports or combining multiple
data sources to create your main database. Starting out
with a huge database of obsolete names and duplicate
entries can be discouraging. It may be better to begin
with a small amount of data and let users input new
companies as needed. Or hire a professional to do the
initial import and have the database administrator go
over the entries with a fine tooth comb before rolling
it out to the general public. It will take more time but
be worth it in the end. Generally speaking, people do
not take the time later to go back in and delete out
junk records, thus making the database cumbersome.
6. Training
All too often, training is thought of as the expendable
part of the project, "if there is time." Or someone
figures that 5 people crouching around one PC while
someone demonstrates the features will be sufficient.
There is no replacement for hands-on training, where
users are able to ask questions and try the features for
themselves. Having a clearly written training guide as a
handout is a good reinforcement for training as well. A
good training program will give the users the base
knowledge they need, so that they can focus on using the
software effectively, rather than doing everything the
hard way.
7. Hire professionals
The "do-it-yourself" mentality might work when doing
home improvements, but in this case it is better to hire
consultants who have expertise to help you get started.
Make sure that they work hand in hand with your IT staff
and database administrator during the implementation so
that they get the training they need to support the
system later on. Also, creating a good relationship with
a reliable consultant now will ensure that if you have
an critical problem in the future you will get better,
faster resolution.
8. Give it time
Keep checking in with your users to see how they are
doing as they begin implementing the new system to their
daily lives. Listen to any issues that arise and work to
resolve them. Offer follow up advanced level training.
Be willing to hire someone to help you get past any
technological bumps in the road before giving up.
Upgrade your software to keep up with the latest
improvements, especially those that may address any open
issues you might have. And remember, you will get out of
your implementation exactly what
you put into it.
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