| Checklist for a Successful CRM Implementation |
| by Clare Kaufman, freelance writer |
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| Customer Relationship Management software offers tantalizing promises of increased efficiency and profit. Can it deliver? In many cases, yes. The key to realizing CRM's potential is to implement the technology as part of a company-wide strategy. Many companies have learned the hard way that buying the right software doesn't guarantee success--integrating it does. |
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Establishing a CRM Landscape
How can a company execute a seamless CRM integration and ensure the return on its investment? Establish a customer-focused corporate culture, and then introduce the software as a tool for customer relationship management initiatives. According to change management consultant ODR, only if "the surrounding 'human landscape' has been made ready to absorb" CRM will the technology hit its mark. |
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CRM Implementation Checklist
The key conditions for a successful CRM implementation include:
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1. Lay the Foundation
Establish a customer-facing culture first. A CRM solution is more than software--it's a mindset that determines how you set priorities and interact with others in the organization. A successful CRM implementation depends on a collaborative mentality, in which employees recognize the value of sharing information across the group. |
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2. Analyze Processes
A successful CRM software implementation enhances existing processes rather than mandating new ones. Before you roll out the application, evaluate processes and procedures to make sure they foster the synergy and data sharing you want. Determine exactly how the software will enhance these processes. |
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3. Lead
Executive support is crucial to the successful implementation of CRM software. A CRM solution only realizes its full potential if it consolidates data and processes throughout the organization. Without firm leadership from the top, a multi-functional application has little chance of achieving that crucial integration. |
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4. Involve Users
Buy-in from stakeholders across the enterprise ensures that this executive vision is realized in day-to-day successes. Involve users in the implementation phase, determining exactly what users in various roles need from the technology. A CRM implementation will disrupt ingrained routines and cost valuable time--only if users recognize the value of the application will they do their part to integrate it into daily procedures. |
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5. Plan
Set realistic goals with short-term milestones and then build on those modest successes. Many CRM strategies fail because they attempt a major overhaul. CRM consultant Bill Donlan advises clients to "go thin:" "it's better to deliver a series of 'thin' rollouts versus one, monolithic project that may take a long time to complete and realize success." A phased approach allows for adjustments along the way, and promotes worker morale. Disruptions are manageable, especially when the benefits are immediately apparent. |
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6. Evolve
Don't expect to install the software and walk away. Since Customer Relationship Management is a strategy, it will evolve with business and customer needs. Monitor the performance of the CRM solution regularly, and make adjustments to ensure that the technology continues to meet business needs. Make sure that your CRM application includes a scalable architecture and is easy to customize. |
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| The strength of a CRM solution has just as much--if not more--to do with implementation than with the technology. As one senior CRM Marketing Manager observes, "A CRM solution is only as good as the implementation methodology used to integrate it with a firm's business processes." The full power of a CRM application can only come to fruition in the right conditions. Follow these steps to create a customer-focused business landscape, and a successful CRM solution will follow. |
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Sources
"ABC: An Introduction to CRM," CIO.com
"Five Steps to a Successful CRM Implementation," WebPro News
"Managing the Human Aspects of CRM Projects: Installation vs. Realization," Headstrong.com
"Nine Steps for Successful CRM Implementation," TechTarget.com
"Six Reasons Why CRM Initiatives Fail," CRM Blog
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About the Author
Clare Kaufman is a freelance writer who covers business and education topics. She has a Ph.D. in English. |
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