Implementing CRM Project
Learn
According to a survey, one in every five users reported that their CRM initiatives not only had failed to deliver profitable growth but also had damaged long-standing customer relationships. Research suggests that one reason CRM backfires is that most executives simply don't understand what they are implementing, let alone how much it costs or how long it will take. More specifically, many executives stumble while trying to implement CRM due to a single flawed assumption, that CRM is a software tool that will manage customer relationships for you.
Unlearn
Implementing CRM project is not as easy as it sounds or at least as I expected. I further realized there is a common reason for the failure of CRM implementation.
Gartner research states the following as the top ten reasons for CRM projects failing:
The board has little customer or CRM understanding or involvement
Rewards and incentives are tied to old, non-customer objectives
Staff culture does not have a relentless focus on the customer
Limited or no input from the customer’s perspective
Organization think software is the solution, forgetting architecture and integration
Lack of specifically-designed, mutually reinforcing processes
Poor quality customer data and information
Little co-ordination of multiple departmental initiatives and projects
Creating the CRM team is left until last and it lacks business staff
There is a lack of testing and no measure or monitoring benefits
Relearn
The implementation of CRM project might not be easy but it is NOT IMPOSSIBLE. There are still companies that manage to implement CRM successfully. Their secret? These companies have all taken a pragmatic, disciplined approach to CRM, launching highly focused projects that are relatively narrow in their scope and modest in their goals. Rather than use CRM to transform entire business, they have directed their investments toward solving clearly defined problems within their customer relationship cycle - the series of activities that runs from the initial segmenting and targeting of customers all the way through to wooing them back for more. This process would ensure a higher chance of success in implementation of CRM project.
Learn
According to a survey, one in every five users reported that their CRM initiatives not only had failed to deliver profitable growth but also had damaged long-standing customer relationships. Research suggests that one reason CRM backfires is that most executives simply don't understand what they are implementing, let alone how much it costs or how long it will take. More specifically, many executives stumble while trying to implement CRM due to a single flawed assumption, that CRM is a software tool that will manage customer relationships for you.
Unlearn
Implementing CRM project is not as easy as it sounds or at least as I expected. I further realized there is a common reason for the failure of CRM implementation.
Gartner research states the following as the top ten reasons for CRM projects failing:
The board has little customer or CRM understanding or involvement
Rewards and incentives are tied to old, non-customer objectives
Staff culture does not have a relentless focus on the customer
Limited or no input from the customer’s perspective
Organization think software is the solution, forgetting architecture and integration
Lack of specifically-designed, mutually reinforcing processes
Poor quality customer data and information
Little co-ordination of multiple departmental initiatives and projects
Creating the CRM team is left until last and it lacks business staff
There is a lack of testing and no measure or monitoring benefits
Relearn
The implementation of CRM project might not be easy but it is NOT IMPOSSIBLE. There are still companies that manage to implement CRM successfully. Their secret? These companies have all taken a pragmatic, disciplined approach to CRM, launching highly focused projects that are relatively narrow in their scope and modest in their goals. Rather than use CRM to transform entire business, they have directed their investments toward solving clearly defined problems within their customer relationship cycle - the series of activities that runs from the initial segmenting and targeting of customers all the way through to wooing them back for more. This process would ensure a higher chance of success in implementation of CRM project.
1 comment:
Useful tool, but a lot depends on design and input.
Post a Comment