If you are ever to get the most out of your CRM system, it's essential to get the initial implementation right, says John Cheney. The way you structure your data and processes at that crucial first stage will determine how effective the system will be - and following these six lessons will set you off on the right foot.
Growing investment in Customer Relationship Management (CRM) systems in recent years demonstrates that companies are increasingly looking to discover its benefits. However, it is crucial that companies get the most out of any CRM investment particularly as the recession has made it more important for businesses to take advantage of every sales and marketing opportunity. Ensuring campaigns are as targeted as possible by using effective CRM is key to this. Research we recently carried out revealed that although many businesses realise the value of having all customer data within their CRM systems, many still do not have this and therefore are failing to get the most out of their CRM systems.
So how can you ensure you dont fall into this trap? One of the most important parts of any CRM project is the initial implementation. Here you have the opportunity to assess what you need to get out of your system - what you can do differently and how best to structure your data and processes to ensure you are using it as effectively as possible. From my experience there are a few crucial steps that I would recommend to help ensure success when implementing a new CRM system.
Lesson 1: Dont underestimate how much time it will take to migrate existing data
Whether you use a spreadsheet, database, post-it notes, or a combination of all three, you are bound to have data you want to move to your new CRM system. Take time to go through and filter your data by removing any duplicates, tidying up addresses, updating staff records and taking stock of what you have. This cleansing process will serve to ensure that data in the new system is easy to use and up to date making room for greater efficiency within the team. If possible plan this migration of data and transition into the system at a quiet period in your business or perhaps consider rolling out the new system in a number of smaller, more manageable chunks to ensure you do not rush this through.
Lesson 2: Involve influential staff in the process
Your staff are your most useful asset when it comes to this process. By possessing a wealth of information that can be pulled into the system, they will make your implementation a success or failure. I recommend keeping staff in the loop as you design your new system and taking on their ideas and suggestions regarding what they want from a CRM system. Your staff know how to do their jobs and will be able to help you design ways of recording and storing information so that you all get the most benefits from the system.
Lesson 3: Use this as a chance to rethink how you do things
A new CRM system gives you the chance to think about how you work and streamline your processes. Things do not have to stay the same and a new system will give you the license to get efficient and creative with your processes. Ask yourself whether things need to be so long winded and cumbersome. If not, now is the time to fix them by culling any unnecessary, difficult and time consuming processes. Anything new that you do choose to put in place must be accompanied with effective training.
Lesson 4: Dont get bogged down in detail, you can refine as you go
Although it is important to make sure you capture key information in your CRM system, dont preoccupy yourself with every single detail. It is easy to make changes and update options as you go making the whole process far more straight forward. You will also be able to build your CRM system as your business grows.
Lesson 5: Dont be tempted to skimp, time is money so let the experts do it
It is often a false economy to implement your own CRM system. Investing in experts to do this for you will ensure that implementation is far more efficient. Experts will be able to identify the common pitfalls as well as implement ideas and processes within hours.
Lesson 6: Accept there will be some resistance
There will always be some people who dislike change, disagree with processes or rebel against new processes. I would suggest identifying the two most influential members in your team, your two “champions” and request that they head up the implementation. They can then act as an envoy between key departments in your organisation to oversee the implementation and encouraging support from the rest of the team.
CRM implementations can be a difficult process if not carried out properly which can often deter companies from investing in a new system. Choosing to stick with traditional processes that do not capture everything you need to know could mean you are missing out on a real business opportunity. Without the insight into whats going on in your business that can be provided by an effective CRM system, you will find it much more difficult to improve the effectiveness of marketing and sales teams, as well as improving the quality of service, reducing operational expenditure and tracking key business information.
John Cheney is ceo of CRM implementation specialist Workbooks.com
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