Shore Blog

Do You have CRM Kakorrhaphiophobia (Fear of Failing)?

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Common Failures

Customer relationship management softwares often fail because companies race to buy CRM technology without fully planning. Companies think that the technology will do the work, but in reality, the technology is just a tool for the employees. If not chosen or implemented well, a CRM system can end up as an expensive software, that provides no real value to your business.

 

There are 8 common scenarios that lead to CRM failure.

Here are some examples that can cause a CRM system implementation to fail:

  • Unclear goals contribute to CRM deployment failures
  • Choosing the wrong software and/or the wrong provider
  • Poor planning or project management
  • Believing that software will solve your problems when software is just a tool or enabler
  • Insufficient training and support plan for the employees

Luckily, this situation can be avoided.

What you can do to prevent CRM implementation failure.

1. Choose the Right System for Your Employees and Business

Before starting your search for a CRM system, assess your current situation. What are some of your pressing business productivity challenges? How do you want to solve them?

Not all CRM’s are created the same and the right one for your business depends on your organisation and your IT needs. Depending on the answers on the above questions, you should now have the main features that the CRM system requires.

2. Communicate Internally the Benefits of utilising the CRM to Ensure Employee Adoption

Bringing new technology and tools like a CRM system into your business can increase productivity, boost sales, and help you make better, faster decisions. But getting everyone on board is often a challenge. What can you do to increase early and rapid adoption?

Ensure that the new technology is incorporated into the routines of the workday as soon as possible. And this will start with the training and feedback process.

3. Provide Training to utilise the CRM system

When companies rush the implementation, they often forget about the training aspect. But thorough and adequate training is imperative to ongoing CRM success.

Stay clear of overwhelming employees with too much too soon; a good idea is to offer them a day to preview and familiarize with the CRM system before beginning formal training. This gives employees the opportunity to come prepared to the training with queries about the system and a better understanding of their current ability level. Employees will be more inclined to embrace the CRM system if they are eased into it.

4. Make Sure All Data Entered Is Correct and up to date

Customer data is utilised to identify which customer to target for acquisition, retention and development. High-quality data is necessary to see the benefits of a CRM system. Data in the customer relationship management system is utilised to answer questions such as:

  • What prospects are more likely to become customers?
  • How many contact attempts should you expect your employees to make?

Without correct data, you will have the wrong decisions.

During data migration to the CRM, it is advised to start with a small amount of data to test the migration process and improve this process and discover any possible issues.

5. Make the System Easy to Access

Cloud-based CRM suits the needs for any size business and a great advantage of the a cloud based CRM that is easy to access and can give your business real-time insights of your sales opportunities. Cloud CRM gives your business access to the system from anywhere – in the office, on a train, at home and on any device.

6. Reward Good Behavior

Everyone should be informed of the benefits of utilising the CRM system to encourage its usage.

How can you incentivize and reward employees who use the CRM system?

Encourage adoption by rewarding employees in ways that are most significant to them. Turn it into a game: with badges, certificates, leaderboards and public recognition.

And should you reprimand those who don’t?

If you’re still having a hard time getting your team on board, consider instituting penalties for those who don’t utilise the CRM system.

7. CRM features Implementation

Trying to add every feature and functionality to the CRM all at once can be overwhelming for the employees. A phased approach works best, introducing the staff to new processes gradually is a better approach to ensure a smooth transition.

The initial phase should contain enough features and functionality to improve processes and start to generate enthusiasm about the capabilities of the CRM system. Limiting the functionality in the initial phase provides users with a manageable amount of learning to do, while still gaining benefit from the system.

Read more about Shore's CRM intergration:

Shore: Customer Management  

So are you ready to go Live with your new CRM software?

 

Don’t race the implementation process, you should take your time. Before you rush to launch your new CRM system, slow down and ensure everyone is on-board with the CRM. Companies are often eager to get systems up and running as fast as they can. Before going live it is important to provide employees with the ability to provide feedback and suggestions about the CRM system. This will allow the continual improvement of the CRM system and helps ensure that the CRM system remains relevant to the business.

CRM implementation can be difficult. A CRM implementation will be more successful if it fits the intended business processes rather than forcing the business processes to fit around the CRM system. That is why it is important to remember, part of preventing CRM implementation Kakorrhaphiophobia is choosing the right software that fits around your business.

Otherwise any CRM system you pick for your business becomes just another piece of useless software that fails to deliver. Also, it is important to keep in mind that the development and implementation of a customer relationship management system is an ongoing process of improvements.

What do you fear the most about CRM and Introducing it to your Business?

Theme: CRM

About me

Madalina Cooper
Madalina Cooper

I have a master degree in Marketing Management from Southampton Solent University, and have spent the last five years in...Read more