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“The first rule of any technology used in a business is that automation applied to an efficient operation will magnify the efficiency. The second is that automation applied to an inefficient operation will magnify the inefficiency.” – Quote by Bill Gates, Founder of Microsoft Tech Giant of the USA.
Are you a business planning to implement a CRM (Customer relationship management) tool or a company that is a vendor for others? This article is for you to read in detail and understand. Here we discuss in brief some important factors that are crucial in the implementation and adoption of a CRM in business. After all, there is no point in undertaking a journey fraught with roadblocks and potholes. Is it not? The CRM is a culmination of a long road map with many factors responsible for it being adopted successfully.
Listed below are the 8 factors responsible for making CRM a success:
Senior Management support - The first factor in ensuring the successful implementation and adoption of any CRM by any company is the support of the highest levels of management. It is at this stage that the finances for the CRM are also sanctioned by the same management. Without this support, no CRM will get through and be a success. The involvement of the senior brass in the A to Z of the CRM Implementation has been said to be one of the crucial winning factors in several studies conducted in the past.
Formalise and communicate CRM strategy - It is important to formalise and communicate with all stakeholders the strategy/plan for its execution and implementation. This will aid in its success down the road. Otherwise, you are setting up the CRM for failure.
Interdepartmental integration – All departments and teams in the company who are especially interacting with prospects and clients such as marketing, sales, and The customer services department must be integrated AND on the same page. They should be able to see each other’s tasks and coordinate and communicate seamlessly.
Staff- Human Resources is the most important asset in any organisation. Various issues facing team members in execution and user adoption have to be taken into consideration and a plan was drawn up for training programs, resistance to the CRM, user-friendly interface, motivation levels, and the openness to share information.
Customer Information - Accurate and clean data is the crux for CRM, analysis as well as designing customized products and services.
Change in Work Culture – For the CRM to be successful, a change in work culture is required where sharing and learning by employees is motivated and encouraged. Focus on the reduction of resistance from some team members to a new work culture needs to happen.
Manage IT structure – All technological issues such as data warehouse capabilities and software configuration are important for a successful implementation. IT is an enabler for getting and managing valuable data on customers.
Customer participation – The CRM and its customisation is for the customer. They are the reason for your existence. Therefore their being on board every step of the journey is important for its successful adoption. It’s important to engage and communicate in-depth right from the stage of consultation to after-sales support and user training sessions.
The above factors can make or break the hard work, effort, money, and energy going into custom-making a CRM for a business of any nature and size. Use these factors in mind when embarking on a journey with a client or a prospective client looking for a CRM tool. You are assured of success with a capital S.
As Shamik Sengupta, a CRM expert says “CRM implementation and adoption is like a chess game. You win some and you can lose some. The winning way is to make the right moves and plan your strategy well.” Other experts in CRM will agree with him I am sure. What do you think of the above factors we have listed out?
Contact us for customising a CRM just as per your needs. Our experts are waiting to hear from you to make your CRM journey as smooth as possible. Pick up the phone call and ask for an engagement session.
About the Author
RS Maan
Maan joined Salesforce Ecosystem in 2008 with entry of Salesforce in APAC region. He worked on many of the underlying Salesforce Products & it’s functionality, including Heroku, Chatbots, and Einstein before leading Codleo Consulting - Leading Partner of Salesforce.com & Salesforce.org. In his spare time, he immerses himself in travel, books and spirituality.
