This is how you succeed with the implementation of your CRM system

How do you succeed with the implementation of a CRM system?


During an implementation process, major changes occur within an organization and its employees. Changes so demanding that, according to CIOs, up to 69% of CRM (Customer relationship management) projects fail.


Is it even worth the effort to introduce a CRM system? Answer yes! According to statistics from Capterra, a full 47% of CRM users were of the opinion that CRM has made a significant impact on customer satisfaction and customer retention.


So how do you succeed with the implementation of a CRM system? How do you make sure you become one of the 31% who implement CRM successfully? What steps and processes need to be in place to ensure the project's success? Here are 5 concrete tips for a successful implementation of a CRM system.


1. Consensus

Among the first questions you need to ask yourself is: "What does implementation mean for us?". It is important to clarify what the word implementation means to you. And in this way create consensus in the project group and avoid different interpretations. You have to distinguish the technical implementation, adaptations of the system and the implementation of the employees with the behavior change/use.


Make sure that everyone involved in the project has a common view of what an implementation means for you.


It is not only Implementation that can be a fuzzy concept. For example, what does CRM mean? Is it strategic? Or maybe technically? CRM strategy can cover most of the buying journey and affects several internal functions such as marketing and support, while CRM is also the technical platform that salespeople work in on a daily basis. Take your time and think through so that you speak the same language and avoid unnecessary confusion and frustration. Through this work, you create common expectations, which is the basis for success with the implementation of your CRM system.


2. Clear purpose, plan and anchoring

Why CRM? What do you want to achieve with a CRM? What is working well and what is missing in the current solution?

You must always keep this in mind and the answer must be very clear to everyone. Knowing the answer to the question "why" helps the project team stay focused. For example. it is common for employees to feel that the old CRM system has never been as good as when implementing the new one. Here it is essential that everyone is aware of why you have chosen to switch, why it is necessary and how it will benefit you.


Also ask yourself the question "What value can this create for us?". Instead of focusing on what the system costs, focus on what you can get for the investment you are willing to make. An Implementation should be seen as an investment.

To create this clarity and understand what your organization needs, we recommend a needs analysis.


Resistance in the organization

Changing or starting to use a CRM system means a big change in daily work and the big changes increase the risk of failure.

When organizations implement change, resistance often arises. To avoid this, it is incredibly important to have a clear plan that everyone in the organization knows and feels comfortable with. In a clear plan, as we have mentioned before, it is important that you know why you are implementing a CRM system. Once you know that, you can go into planning how it will be done, which implementation model, when everything will happen and who is responsible for what.


Should there be a disagreement despite a clear plan, it is important that you have carried out a risk assessment so that you are prepared for how this should be handled. It is important to understand human behavior and thus find ways to manage and respond to it. It is also important to clarify for your employees what they should focus on during this period so that they feel that it is clear what their role is.


No technology, no matter how sophisticated, can be successful without a strategy on how to implement and use it. Therefore, it is important that it is anchored in the organization from the start and that "everyone is heading in the same direction".

Here we come back to our common expectations of what an implementation is for us and why we do it.


3. Patience

Develop a realistic timeline that you stick to and don't be afraid if your implementation takes up a lot of time. A common reason why a CRM project fails is that you stress and do not take the time to train staff, test the system and go through how current data should be entered.


A classic problem area is the data, the volume of data, there is a lack of foundation in the data and incorrect data. In this situation, you risk paying too much in system costs that relate to the volume, at the same time that you cannot use the data and that the data you have is wrong.


Be sure to be dedicated to the project and give the project the time it needs already in the planning phase. Because even though you shouldn't stress so you don't want to fall behind either! It is also important to think carefully about which functions you want to start implementing. Don't fall into the trap of implementing all the features right away! It is easy for employees who are new to the system to feel overwhelming. It will also be a stumbling block in the project that prevents your organization from starting.


Improve the situation first

Do you have a current CRM system that you want to change? You can do a lot to improve your situation with your current system even if you think the system is bad and have plans to change. Many people focus too early on changing systems to solve all one's problems. But a system change does not solve the problems without you at the same time making a lot of changes which in turn have to be addressed and managed. The system usually gets undeserved blame for not working, but the biggest reason usually lies in the use and lack of processes and routines.


When you improve the situation in your current system instead of directly changing the system, you learn things before the big change that you bring with you. What are technical limitations and what problems are caused by missing processes? It will be easier to evaluate and implement a new system if the organization is a familiar CRM user.


So be patient before and during your implementation of your new CRM system.


4. Leadership

In a project there are usually several people responsible. The role of leaders is not just about answering questions and making decisions. It is also about leading the group in the right direction, towards the right goal. It is their responsibility that everyone in their team has common expectations, an understanding of what is to happen, what is expected of one and why. As a leader, you must also motivate your employees, raise their self-esteem and ensure that they reach their full potential.


Before an implementation process, it is important to think that the system is for the entire organization and not just one department, for example sales. It is based on that mindset that you then create a team that is responsible for the implementation.

Here, it can also be good to select one or more people within the organization to act as expert representatives. These can help the others when they encounter problems.


5. Give yourselves the right conditions

So what did an implementation mean to you?

Was it just the technical part, ie that the system should be set up and running? Or do you also want to achieve new, better results?

Do you want to achieve results with your new CRM system and not just set it up technically. Then you need to invest money, time and resources that are outside the technical implementation. It can e.g. Be external consultants, training and development of systems.


There are advantages to using someone from the outside who comes in with different perspectives. You can become more stable and make faster decisions, there is someone to "hold your hand" and have as a reference. Dare to seek help to avoid the common pitfalls and access expert skills instead of "learning by doing" which can create disappointment in this important phase. Today, success is not determined by the technical but by the human.

Give yourself the right conditions to succeed with the implementation of your CRM system!


You can also read more about this topic in our post "If You Can't Answer This (Specific) Question, Your Company Is Not Ready To Change or Purchase a CRM"

Đăng nhận xét

Mới hơn Cũ hơn