1. CRM Systems - Top Ten Dos and Don'ts for CRM
Project Success
Properly implemented, deployed and managed, a Customer Relationship Management (CRM) system will
bring significant benefits to your organisation. It will help you manage your data, run your marketing
campaigns, streamline your sales processes, help prevent you losing customers to your competition and
avoid missing out on new opportunities. It will make it easier for your sales people to sell, improve
customer service and a whole range of business processes in between. Know more about CRM Review.
CRM technology itself is rapidly developing and changing. The advent of 'Social CRM', the growth of hosted
CRM, cloud computing, integrated solutions and 'xRM' (where the 'x' means 'Anything' - it's not just about
customers anymore) and increased computing power all mean CRM projects can become even more far-
reaching and complex.
However simple or however complex your business requirements are, a modern, well-implemented CRM
system will improve the effectiveness of your organisation across nearly all its key functions. And when
CRM systems are properly implemented, the results can be outstanding. But, for a variety of reasons, CRM
projects sometimes fail. Mistakes and failures can be costly, so you need to get it right.
So, here are ten tips, or "Do's and Don'ts" to help ensure the success of your CRM project:
1. DON'T see CRM as just software. Even for small implementations a CRM project is a strategic shift
involving staff, processes and procedures
2. DO allocate internal resources and schedule staff time specifically dedicated to your CRM project (your
business partner will be able to advise you on the amount required - it varies between organisations and
projects)
3. DON'T choose a CRM software solution until you have carefully considered what you want your system
to do, and have set some objectives and KPI's. Once you've identified the key factors and 'pains' you need
to overcome, you can then decide on the best software to do it
4. DO adopt and work to a CRM project management methodology
5. DO get buy-in from your staff - make sure they clearly see the advantages, have provided input,
understand the system and are trained to use it properly
2. 6. DO review the system on a regular basis. As your business changes, so will your CRM system. Regularly
review its functionality from a process, user and technical perspective
7. DON'T forget to update your documentation, processes and procedures to reflect changes when you
alter, update or change you CRM system
8. DO take time to choose the right business partner. Make sure they are experienced: check their
references, technical accreditation and ask for case studies of previous work. Above all, they should
demonstrate a clear understanding of your business requirements and be able to translate these to
business benefits
9. DO choose a business partner that provides a full range of services, has more than one CRM software
option, and can demonstrate their ability to implement your CRM system quickly, with minimal disruption
to your business
10. DON'T stop communicating! Arguably, the most common cause of failure of CRM projects is poor
communication.
