3 Keys to Preparing for CRM Success


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Companies invest in CRM technologies in order to increase revenue, lower operating costs and improve customer satisfaction. Buying and installing CRM software without a well-defined plan is not the answer. Learn how a clear business strategy for your CRM processes and goals will allow you to achieve your business objectives and maximize the return on your CRM investment.

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3 Keys to Preparing for CRM Success

  1. 1. 3 Keys to Preparing for CRM Success:Avoid the Pitfalls and Follow Best Practices<br />Martin van Gogh,Professional Services Manager<br />
  2. 2. Learning from Pitfalls, Best Practices<br />Best Practices<br />Pitfalls<br />
  3. 3. 3 Keys in Preparation<br />
  4. 4. #1: Establish CRM Leadership<br />Start at the top<br />Strong executive sponsorship will help to make your project a success<br />Gain broad support<br />Seek expert assistance<br />“Without senior management support for your CRM project, driving necessary changes throughout the organization will prove very difficult, if not impossible”<br />
  5. 5. CRM Leadership Team Responsibilities<br />Successful Project Sponsors…<br />Mandate project requirements and objectives<br />Manage executive expectations<br />Remove organizational barriers<br />Define success metrics<br />
  6. 6. Actions to Establish a CRM Leadership Team<br />
  7. 7. #2: Analyze Business Processes<br />How do processes work now?<br />Document existing customer-facing business processes <br />Survey potential users <br />How can we improve?<br />Assign each process a value<br />Necessary<br />Relevant and useful<br />Best practice<br />And why are we wasting time on this process?<br />“Performing a thorough business process review before you design new systems is essential to successful CRM.”<br />
  8. 8. #2: Analyze Business Processes Cont’d<br />Learn about the specific CRM system’s functionality<br />Map features and functionality in the software to current and planned business processes <br />Change the software or change the process?<br />Identify reporting requirements <br />What information do you need out of the system?<br />What are the specific business performance indicators in each business area<br />
  9. 9. Actions to align your business processes with CRM<br />
  10. 10. #3: Manage Change <br />Change management can define the success or failure of a CRM project.<br />CRM impacts every single employee that works with customers<br />Without active buy-in from employees, no CRM solution will achieve its objectives <br />
  11. 11. Managing Change is Critical to Success<br />“People and politics issues, as opposed to technology issues, are some of the biggest challenges in CRM. Creating a culture with a ‘relentless focus on the customer’ is not a quick and easy initiative.”<br />Gartner Group 2003 CRM Change Management: Creating Organizational Collaboration<br />
  12. 12. To manage change related to CRM technology. . .<br />Start the process at the very top<br />Create a formal case for change<br />Pay systematic attention to people issues<br />Involve every level of the organization<br />Develop an effective communication strategy <br />
  13. 13. To manage change related to CRM technology. . .<br />Plan for training<br />Training is not a one off exercise<br />Train on not only how to use it but also why<br />Relevant, ongoing training will help to prevent failure<br />
  14. 14. To manage change related to CRM technology. . .<br />Assess performance with quantifiable business performance metrics<br />Greater percentage of deals won<br />Reduced sales cycle length<br />Increased deal size<br />Reduced cost of marketing<br />Decreased customer complaints <br />Number of support calls/visits per day <br />Reduced transaction times<br />Increased number of transactions<br />More employee CRM system usage per week<br />
  15. 15. Actions to Manage Change<br />
  16. 16. Summary<br />Prevent CRM failure and drive success by taking advantage of three key planning and management practices:<br />Establish CRM Project Leadership<br />Analyze Business Processes<br />Manage Change<br />
  17. 17. About Maximizer Software<br />CRM pioneer (since 1987)<br />Over 8,000 corporate customers<br />Over 1 million licenses sold<br />Offices in Vancouver (HQ), London (EMEA), Sydney (ANZ), Hong Kong (Asia)<br />Technology Partners include:<br />Customer include:<br />Siemens, HSBC, Cathay Pacific, Lockheed Martin, plus many small and medium-sized businesses<br />
  18. 18. I’d Like To Know More<br />Contact Maximizer @ <br />1-800-804-6299<br />sales@maximizer.com<br />Thank you for your time and consideration.<br />