Attention diverted – requirements deviate, new initiatives created, the lack of a continual improvement process leads to Neglect New initiatives performed in spreadsheets, lack of visibility, declining utilization. Significant effort to realign.
High energy start you implement a system for absorbing change and monitoring successConsistent small improvements are less expensive and easier to absorb into businessWhy does this happen
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Questions & Comments from CRM Evangelist clients about CRM How can I maximize the ROI of my CRM investment? We aren’t getting the adoption I expected? Why? We’re not getting the reporting we need. The person who set up our CRM system is gone. Why do my users complain about CRM all the time? They aren’t using the system correctly. Our business has changed since we implemented the CRM system. Do we have to start all over? New initiatives are tracked on spreadsheets and rarely incorporate CRM anymore. I have to scroll through 100 fields to find the information I want. If it’s even in there. Too much functionality. What’s actually relevant to us? Do you have a CRM wish list?
CRM Implementation Risk: Short term benefits Phase 1: A high-energy start Adoption Curve Business Requirements are current with Organizational need 4 # Users New Business Initiatives/Projects use CRM tool 2 Executive Sponsor championing adoption 0 Utilization is high/growing 0 2 3 4 5 6 7 Phase 2: Attention diverted Time (Y/M) Business Requirements start to Phase 3: Neglect deviate from initial CRM design: new campaigns, different foci, marketplace New Business Requirements are not changes, competitors change and go- reflected in CRM tool to-market plans change New Business Initiatives/Projects do New Business Initiatives/Projects use not use CRM tool CRM tool 50% of time: CRM not top of Intent to align Business with CRM may mind seem bureaucratic Steady CRM utilization Declining CRM utilization Can’t sustain the focus of initial Significant effort required to realign implementation CRM with today’s process needs What has changed in your business during past 6-12 months? Where do those changes put you in the CRM Adoption Curve?
Desired CRM Implementation: Continuous improvement Phase 1: A High Energy Start (see also previous slide) Adoption Curve AND, set up a system for monitoring 3 # Users success! 2 Easy mechanisms in place for users to provide feedback – users trained on this 1 (Cases, Ideas) 0 Users informed when/where their recommendations will be evaluated 0 1 2 3 4 5 6 7 8 9 Executive Sponsor touts feedback Time (M/Y) mechanism Understand where the application is used most/least, and why Phase 3, Future Iterations: Phase 2: Put together Feedback Dashboards Consistent, Small, Iterative Put together Utilization Dashboards Improvements Program-level dashboards (phase in and phase out) Understand your unstructured data (presence, commonalities, patterns) Collaborate with functional Business Transform it to structured (reportable) data Leaders to prepare joint go-to-market plans; all new initiatives reflected in CRM Rejuvenate your feedback mechanisms Rewards program for valuable feedback
Why don’t companies invest in continuous CRM adoptionacceleration tuning? • Lack of internal resources • Staffed for data maintenance, not performance tuning • Urgent priorities, other projects • No internal champion to drive feedback mechanisms • Pace of internal change How is CRM staying relevant in your business today?
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