ComSystems IT - Шаги для успешной реализации проектов CRM

Шаги для успешной реализации проектов CRM

People love to write about bad experiences. Software implementations have given writers plenty of content. Customer Relationship Management (CRM) projects experienced failure rates that range from 18% – 70% since 2001. However, the same data indicates success is as high as 82%. The 8 steps outlined below will increase your probability of success.

Since 1990, I’ve been involved with several large and small scale software implementations and learned a great deal along the way, sometimes I learned the hard way which is invaluable.

Successful projects all share a similar process. Follow this process and your success rates will be significantly higher.
  • 1.Why is your company implementing CRM?
  • 2.Get the right people on the project team.
  • 3.Document existing processes and management metrics.
  • 4.Define target management metrics (expands on the first point)
  • 5.Document what the system needs to support.
  • 6.Evaluate CRM solutions based on point 5.
  • 7.Detailed evaluation of top 2 – 3 CRM solutions
  • 8.Review the evaluation results and go.
Why is your company implementing CRM? – This is the most important step. Successful projects have a powerful “why” behind them which is compelling enough to keep the team motivated throughout the evaluation and implementation process. Without a strong sense of purpose, projects often flounder.

Get the right people on the project team. – Borrowing a line from Jim Collins, get the right people on the bus. Each person on the team must buy-in to the “why” and share a strong passion for doing what is necessary to achieve success. People that don’t buy-in are likely to derail the project.

Document existing processes and management metrics. – Before you can get to where you want to go, you have to know where you are. This step can also further strengthen the “why” as existing processes are likely more convoluted than anyone imagined and management metrics are usually lower than expected – in many cases metrics are undefined.

Define target management metrics. – This step further expands on step 1 and is the definition for project success. For example, the team expects sales close rates to increase from 10% to 20% as a result of the project. Make sure your management metrics are designed to drive revenue. I’ve seen several sales organizations manipulate data so they hit the metric, but miss revenue.

Document what your CRM needs to support. – Focus on the “what” the system needs to do rather than the “how. CRM systems have been around long enough so that many incorporate best practices. At this point, you want to make sure you capture important functions. Also, do your best to eliminate anomaly functions. I’ve seen many teams spend a lot of time on things that rarely happen.

Evaluate CRM Solutions. – Most companies skip over the previous 4 steps and go right to step 5. Not surprising, most of those companies end up with a failed project. The Internet has made this step much easier as CRM providers include a list of features on their web site that you can use for your initial evaluation. Evaluate 6 – 8 solutions (i.e. Google, top CRM for small business) based on the functions you identified in the previous step. During the evaluation, you may find features you want to include on your list. The top 2 – 3 make it to the next round.

Detailed CRM Evaluation. – I’m a fan of hosted CRM because the implementation is much quicker, no capital, and short term contracts. Hosted CRMs typically offer a free month trial. Use the trial to test how well the system supports your high priority features and ease of use. Ease of use is important, especially for sales people. You want your sales team selling rather than entering data.

Review the results and go. – Make sure the team supports the top rated CRM solution. Good teams will debate the results, many times in a heated fashion. You want this to happen because the team is passionate about doing the right thing. IT’s common for a team member or two to be disappointed because their solution was not recommended. That’s fine as long as they are supportive of the team’s decision.

If you follow these 8 steps, the implementation process should go smoothly.

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