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Avoiding CRM Project Pitfalls
Although customer relationship management software is well established as a vital component in a CRM strategy many businesses are still disappointed with the return they see. In many cases failure is caused by inadequate planning and poor implementation.
As independent CRM architects we have around 20 years experience of helping organisations achieve results from CRM. In a new guide we summarize the top 7 CRM mistakes, in our 2nd update:
Tip #2 - Gain buy-in from teams and management
CRM shouldn't be the pet project of one individual. For success a CRM system needs to be adopted throughout the business so it's vital that key people from each team are involved and buy in to the project from the outset - that includes senior management.
As we've already highlighted the chosen CRM system might not be deployed to everyone at the outset but to effectively plan and ensure scalability the input of influential team members must be sought.
Marketing teams will often drive the demand for CRM but ultimate success will often depend on how well sales people adopt this so it's crucial that their requirements are taken on board from an early stage.
CRM user adoption will always hinge on the perception of value that end users have. When there is a top heavy imbalance between effort and benefits users will soon fall back on tried and tested systems and abandon CRM.
Almost as important as understanding what end users want is the need to secure senior management accountability.
Consulting a broad user base will frequently place some needs in conflict causing a streamlined implementation to develop into a bloated project with the result of delays and increased cost. Difficult decisions have to be made and must be taken with accountability from senior managers. Without losing sight of fundamental user needs some requirements will need to be prioritised, delayed or dropped.
Senior managers have the most to gain from CRM success through better reporting, process efficiencies, increased customer retention and business growth. As a result they should be visibly on-board and accountable from the outset.
Part 1 - Don't be too ambitious with CRM
Part 3 - Don't leave CRM solely to IT
17 December 2009
Warren Butler
Marketing Director
wbutler@preact.co.uk
Preact is an independent Customer Relationship Management (CRM) consultancy supplying high quality solutions to businesses in the private sector as well as charities and educational organisations. Since 1993, Preact has helped numerous organisations select, implement and achieve tangible results with CRM. As an accredited supplier of four distinct solutions, ACT!, GoldMine, Sage CRM and Microsoft Dynamics CRM we offer customers the benefit of a broad view of the CRM market.
At Preact we believe in providing impartial pre-sales advice combined with proven implementation skills to help businesses gain rapid and long term benefits from their investment in CRM. We understand the competitive advantage that CRM can leverage by sharpening sales, service and marketing efficiency so our experienced consultants work closely with clients to design and deploy systems precisely in line with individual businesses needs.
We complete over 150 CRM projects each year for customers in numerous industries with varying sized deployments from 1 to 200+ users. Our Microsoft Gold Partner certification and our status as a leading Sage and FrontRange Solutions business partner reflect our ability to deliver complex and innovative solutions.
Our recent CRM projects have included implementations for John Lewis Plc, ThomsonLocal.com, Scottish & Southern Energy, Cranfield University, DPAS Dental Plans, Europa Worldwide Logistics and Constructionline.
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