As CRM consultants we wanted to share common CRM implementation mistakes when purchasing a new CRM system. Customer relationship management or CRM software is very similar to many other types of business software, such as enterprise resource planning platforms, in the sense that it brings major business benefits when used properly. The effective management of such systems needs to be emphasized, as the most cutting-edge software won't provide many benefits unless it's implemented and used correctly.
Modern CRM implementation of systems such as NetSuite and Microsoft Dynamics CRM provide a whole host of advantages to companies in many different areas, meaning that having best practices for training and use is more important than ever before. To improve the effectiveness of a CRM system, here's a look at some of the most common mistakes made by businesses and strategies for avoiding these problems:
4 CRM Implementation Tips
- Put end users first: The most frequent users of CRM systems at a business usually aren't the ones who do research on different platforms, interact with vendors or guide implementations. These staff members are, however, the ones who use CRM each and every day. With that in mind, CIO.com pointed out the need for business leaders to keep their employees involved by asking what changes they would like to see made to current operations. Additionally, providing in-depth education about the benefits of a system and operational training helps keep the daily users of a CRM system involved, helping to create better outcomes. Another area to consider when it comes to frequent users is the ability to access and share information when outside the office - a common occurrence for many salespeople.
- Don't underestimate timelines: The reality of adding powerful business software involves a time commitment that is better quantified in weeks and months rather than days. The entire timeline of a project, from initial internal pulse-taking to selecting a vendor can take months, if not years. Quicker implementations are possible, of course, but businesses need to make sure they have an accurate picture of the path to a fully operational system. Making timelines clear early on reduces disagreements between employees and helps create a smoother set of processes.
- Customize effectively: No matter the specific CRM system used, customization is an important part of boosting return on investment and getting the most operational enhancements out of CRM. However, there needs to be a balance in between the power of customizations and the power of the system as-is to boost operations. Enterprise Apps Today pointed out that getting too specific with customizations tends to have a negative effect in the long term. Because specific business practices are more likely to change than overall goals or wider management plans, customizations that target very distinct and individual practices can quickly become outdated and drag down return in investment.
- Not creating a positive attitude: The technical aspects of CRM are rarely overlooked in a systematic way - but the more human elements sometimes are. Getting employees on board with a new CRM system requires action to be taken early and often. One approach is to provide updates on the progress made along a CRM implementation timeline, helping staff members get used to the idea of a new software and changes to routine before actual training starts. Developing a positive consensus will help to make implementations as smooth as possible.
Adding a new CRM system and undergoing a CRM implementation isn't a quick process, but it's certainly worth the time invested. Businesses that can encourage best practices and avoid common pain points in the process will be more able to take advantage of CRM and start realizing their return on investment as soon as possible.
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By The TM Group, a Michigan-based ERP system partner with NetSuite, Microsoft Dynamics GP, Dynamics SL, Dynamics NAV and Microsoft Dynamics CRM Partner