Top 5 CRM Implementation Mistakes
By Sarah Meyers
By implementing business technologies like Customer Relationship Management (CRM) solutions, companies can stay ahead of their competitors in the market. This enables companies to offer consistent, high-quality customer experience as they have most up-to-date information on their fingertips.However, there are several CRM implementation mistakes that can sink a solution before it’s even fully operational. Rolustech has deployed hundreds of CRM systems and over the time we learned some of the most common mistakes for CRM failure.
We have outlined five common mistakes below:
1). Not Getting Business Problems Right:
Many organizations neglect the need of determining their business problems beforehand. As a result, they don’t know what they are aiming to achieve out of CRM implementation. This not only hampers the success of CRM but also does not capture the full potential of CRM for any organization.
Companies should carefully invest time, resource and energy to list down the problems that they are targeting to solve. Once they have a clear view of what they are hoping from CRM solution, the likelihood of a successful CRM implementation increases many folds.
2). Taking Wrong Approach to Change:
Most businesses know the necessity of training their CRM users yet they overlook the importance of getting ‘right’ people on board. No matter how good the CRM is, if it is not placed in the hands of ‘right’ people, they will not be able to perform effectively and efficiently.
Getting the ‘right’ people on board involves making them an integral part of decision-making process. Regular communication and discussion about CRM implementation should be encouraged because it is not a top-down approach. In fact, a successful CRM implementations is a two-way communication which requires input and effort from the whole organization.
3). Keeping Budget always on Mind:
Though budget is certainly an important aspect of CRM implementation, but some businesses overplay its importance.
In an effort to accommodate their budget, business cut down on crucial functionality of CRM solution. For example, rather than a customized solution companies go for off-the-shelf-solution based on price but they fail to realize how important it is to find a solution that perfectly fits the organizations.
In short, business should not trim down their budget by eliminating an important functionality of a CRM.
4). Not having any plan at all:
It’s important to remember that a CRM implementation is a long-term strategy – not a one-time easy fix. Considering this fact, it demands an appropriate CRM strategy in place which evolves over the time so that the solution is aligned with the business needs and requirements. Not doing so can lead to a lot of expensive and time-consuming reworking which impedes effective CRM solution.
5). Underestimating the need of Mobile CRM:
Another common mistake is that companies undermine the functionality of mobility in CRM. Because of rapidly-changing digital environment, it has become imperative to adopt an intuitive and interactive CRM – one that provides complete access on-the-go.
This does not involve just rendering CRM on the mobile devices. It also involves taking advantage of location information of the customers and functionalities like the ability to integrate documents into CRM records or to make calls from CRM platform. This gives businesses an edge over the competitors as they have customer preferences and past choices right in their palm, leading to enhanced customer experience.