Avoid the Pitfalls of CRM Deployment

Companies that are enticed into CRM implementation take heed: The way to success with your CRM lies in the preparation and the participation of your employees.

The Lure of the Cloud

According to the Garner Group, 55% of CRM launches never see reach a point where they satisfy projected performance. CRMs promise tighter turn-arounds, lower costs, happier customers and higher sales growth. What could possibly go wrong?

Everything apparently. Manufacturers have written of tens of millions in failed CRM attempts. Most often, the legwork was skipped and the CRM thrust into application. In these cases, not only was the investment in the CRM lost, but valuable customer loyalty was lost along the way.

What NOT to Do

1.      Implement Before Constructing a Customer Tactic

This is especially temping for a new business. The most vulnerable time for a startup is when the first business decisions are being made. It can be tempting to see a CRM and think that it will solve all your customer building concerns. But without a plan, the CRM has no way to work. A CRM needs to support a decisive and developed customer acquisition and retention plan.

2.      Roll Out Without Organizational Alignment

Until your entire employee base is aligned in a customer centric strategy your CRM will just spin its wheels. Before you roll out your CRM, take a long look at your customer oriented processes and review them for opportunities for improvement. Manage the change from within so that everyone is ready to implement new methods when roll out time comes.

3.              Rely Solely on the Technology

Many times a CRM is counted on as a cure all. Technological solution to all customer related conundrums. But in reality, the CRM should support your customer efforts not replace them. Sometimes non-technology based customer communications are highly effective. Make sure your CRM is ready to focus on both high and low tech.

4.      Wooing the Wrong Ones

Your CRM is not going to find customers for you. That is not its job.  If you point your CRM at the wrong potential customers, you’re wasting effort. You find the potential customers and CRM helps you win them.

5.         Miss the Training Train

Take time to Train. If your staff does not know how to get the most out of your new CRM, then it will flounder and die. Prepare a training program, and follow up with support. Once your people know management is behind the new program, they’ll dedicate themselves to making it work.

Just because you had a rough start with your CRM, or you discarded one that didn’t work, doesn’t mean all hope is lost. You most likely fell into one of the above pitfalls. But we learn from our mistakes, right?

Pick your company up, dust it off, and start over with a smarter CRM plan.