
Whether you have chosen a CRM provider or not it is a good idea to prepare for the challenges ahead. Be sure to apply the correct focus so that the implementation does not fail. When planning or choosing the right solution for you, make sure that you are in control:
o What is the business case for the implementation and how are we going to measure the success?
o Do we want a Cloud Solution or Server based Solution?
o What resources will it require?
o Do we need to make any organisational changes?
A CRM system is not just software! Primarily it is technology and a tool to deliver process, strategy and philosophy. When implementing a new CRM system the whole organisation should be on board. A good project manager is essential who should get involvement with all parties and assist in creating the correct mix of official guidelines and personal requirements for all departments. Make sure that everyone is open to change and not determined to make the new system a modern replica of what already exists and needs updating. Here are 10 tips to help:
1. Get Top Management Involved
It does seem obvious but they drive opinion and culture within the business. Without their input the project is likely to fail. Top management need reports and KPIs they also set targets, so it wise that these only come from the new system. The new system should be where they expect to get the data from. This helps drive the adoption of the CRM solution and builds value from the investment.
2. Have a Project Manager
When implementing a new CRM system, it is vital to have somebody that is focussed on getting it delivered and is in charge of the project. This person should have the overall management and the mandate to run the project. This person can make overall decisions where opinions differ, which helps things get done and goals realised. This person does not have to be from management but must be a do-er and finisher with enthusiasm and passion for the project.
3. Allocate an Administrator/Super User
On delivery of the CRM system, somebody should have overall ownership of the finished solution. This should be a person within your organisation that is the administrator and the ‘Go-To’ person. This person/s should have extra training so they are in a position to support users prior to escalation. They are fully aware of internal processes and know how the whole system fits together. They are also the link between your organisation and related vendors when things need to be done or services purchased.
4. Launch and Sell It Internally
Internal marketing is often underestimated but when launching a new CRM system it must be sold internally. Users must be encouraged to embrace it and be motivated to use it. This is change and change is not easy for some. It doesn’t cost a lot get some posters, T-Shirts anything to make it big news. You will reap the benefits with ROI but only if it’s a success. ( I once saw a company create coffee mugs saying ‘If It Ain’t in CRM It Ain’t Happened’)
5. Data
There are 2 aspects to this.
Firstly, will your new system need all the data from your old system or can your old system be used to look at historical data? When delivering the new solution, where is the data coming from, how clean is it, and do we need all of it? There could be a cost saving there and as time moves on the historical data has less value. Your new system will need data and getting this data ready is often the biggest budget eater, in both time and money. Start early, getting this ready, start implementing rules in your existing system that can help with the cleaning or qualification of data that will be needed. At some point you will need to sign off the data to be imported in to the new system so you will want it as clean as possible whilst also considering the time and budget of the project.
Secondly moving forward, remember the old adage ‘Rubbish in Rubbish out’. When the new system is up and running you need to have rules and checks to make sure that data is good, complete and up to date.
6 User acceptance and Testing
Whether you are having the systems delivered by a vendor or your internal team, you should agree the scope of what will be delivered. You also need to apply some project methodology to the implementation. There are many proven methodologies and there are many opinions about which is best. Personally I think, with most CRM solutions an ‘Agile’ methodology works great. Decide on each of the deliverables or phases and then develop and test each one until it is acceptable. Get each signed off before moving to the next. Getting a user group involved with this also helps the acceptance of the final result and is an aid to getting the required culture change.
7. Training
There are a few different approaches to training. You can elect for some bespoke training or attend some fixed agenda training. Training could be on site, at a training centre or online. The choice would depend on budget and also how bespoke your CRM implementation is. Training will help the internal selling of the CRM. People are all different, some will embrace a new systems others maybe sceptical or even resistant. You must prepare your strategy to handle all of these differences. Don’t dismiss or skimp on training it is a vital part of the whole implementation and could be the difference between success and failure.
8. Documentation
The need for internal documentation is often overlooked. One of the key things about using a central system is that each and every must know how they are expected to complete the company processes within the software. Information about your processes cannot be found in the software help or user guides. Don’t rely on one person telling another, we all know that this gets diluted or changed. Produce an internal document even if it’s just a few screen shots and text.
9. Strategy
There are a number of references above about philosophy and approach when implementing a CRM system. As mentioned it is not just technology it is a tool to deliver a way of working. Your whole organisation may need to re-think working processes and individuals may be required to change the way they do things. This is a challenge and requires a strategy to cope with negativity on all levels. Despite all the publication and noise about CRM people still think that CRM is just a Sales tool.
You might come across somebody that works in finance who says “ I work in a different way and have no need for CRM. All my emails are in folders and organised so I know how to find them”. There are endless arguments for implementing a CRM but in first place is that, when in the workplace, the company owns your production and a CRM system ensures that all the information is in one place. This can be a bitter pill to swallow for some so be prepared.
10. Conclusion
Planning and care of delivery is the key to the success. It’s not only the technology that should be put in to place. The CRM software must also deliver process, user friendliness and a culture. Get this right and the return on investment will come. Don’t forget to measure the success and don’t think the implementation is final and static, it should and will evolve with time.
If you are looking for a new CRM system, please contact Wizard Systems. We have implemented over 3000 systems in the last 24 years.
The author of this document is Peter Johnson, General Manager of Wizard Systems.