Customer relationship management (CRM) is defined as a strategy to manage your company’s interaction with current and potential clients. CRM utilizes data analysis about customers’ history with your organization to improve relationships, specifically focusing on customer retention and ultimately driving further sales growth.
Fast Fact: Nearly 75% of all CRM projects implemented in small business organizations fail. The reason is not inherent in the software. The failure occurs because users do not fully adopt the platform and do not know how to best implement and optimize the CRM solution.
CRM Implementation Strategy
When your company is looking to implement any new strategy designed to increase productivity, you will have to define your needs, outline how your the work processes need to change, identify the steps needed to reach your goals, and how to measure your goals once achieved. However, none of that will matter if you cannot inspire your employees to adopt the new system.
In order to maximize your chances that the money you invest in your CRM strategy is not wasted, we have assembled some company-wide implementation tips.
1. Make sure that management is on board.
Your CRM will only benefit your client relationships if people within the organization use it. Studies show that if top management is not fully behind the effort, your employees will be less likely to change their way of doing things. Executive management must be not only involved, but also lead by example. Get your management team excited, and the project is more likely to gain credibility.
2. Choose the best project manager
No new initiative has a chance if the person leading the charge doesn’t believe in it. When you are implementing a new CRM system, the project manager has to be its biggest cheerleader. Choose someone who will stay on task, manage the details, and show commitment. Be sure that whoever is chosen is not overworked with their everyday job and this project – or compensate them for the extra work.
3. Find your super-user.
A super-user is assigned as the “go-to” expert of your new CRM system, someone who is excited about having new technology and loves exploring all of its capabilities. This person is the employee who is always first with the new game, the new phone, or the new fitness tracker. Your super user will be the contact for the CRM vendor once the program is implemented, and will be the first to hear about new releases and updates – as well as to communicate a feature wish list to the vendor.
4. Have Launch Party.
If you want to motivate everyone, they have to understand how the CRM will help them. Make t-shirts, set up a lunch and learn, even give away prizes for those who implement the CRM strategy most creatively or effectively. Keep the excitement going with success stories, user of the month, or periodic employee lunches to discuss how everyone is doing.
5. Set up internal usage guidelines
A CRM system is only as good as the data put in it. Therefore even though you want to motivate and inspire people to use the system, you also need to set up guidelines as to when the system must be utilized for maximum efficiency. For instance, all sales reps must understand the pieces of data needed by their manager, and their sales manager must be responsible for making sure the rules are followed. Providing a written template in the beginning will help to train everyone for the information you need.
If you are looking for a partner to help you to implement a new CRM strategy, Alliance IT is a professional choice. Not only can we help your Sarasota organization to determine the best course of action, but will work with you to maximize your chances of a successful rollout. If you are in need of a technology partner, call us today.
