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A CRM implementation is one of the surest ways of transforming your organization’s operational efficiency and potentially increase your revenues.
But, as noted by the Merkle Group, up to 63% of all CRM implementation projects experience issues right from the adoption stage and, in most cases, fail. That’s not an interesting statistic. There are certain issues that if not handled properly, will result in the whole project’s failure.
So, what exactly frustrates teams while implementing CRMs and cause failure? Here are a few that should be obvious from the word go.
Is it possible to successfully implement CRM software? The answer is a resounding yes. At Plumlogix.com, we’ve helped many companies implement CRMs (Salesforce) and realize huge ROIs.
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If you are ready to get started, consider these 8 secrets to a successful CRM implementation.
In business, every investment must be preceded with an objective or goal to be achieved. The same goes for your new CRM. What do you want it to do for your company? Are you looking at improving your customer experience or you just want to streamline your workflows? Interrogate yourself to determine why you need a CRM, what you want to accomplish with the CRM, what the features should be and what problems you want the CRM to solve.
CRMs also come in different types and are targeted to achieve specific goals. Operational CRMs are designed to simplify business processes in marketing, sales and service automation. Analytical CRMs help with data analysis, providing insights on customer data.
Collaborative CRMS are meant to improve customer experience by simplifying communication between your company and the customers, and between stakeholders and the different departments in your organization.
It doesn’t make sense if you are the only one who understands why the company needs a CRM and then you stop there. If you acquire one, it will be used by all the employees and therefore everyone needs to understand the need for the CRM and what it’s going to solve.
Internal marketing before acquiring a CRM is often overlooked yet it’s a very critical step. It’s imperative that you share your goals and plans with all the employees in your company and help them understand your reasons for making such changes in the business process.
Educate your employees on how the proposed CRM will support the different business processes it will interact with, why it’s needed and the results you hope to achieve. That way, you can be sure the whole company will be ready and able to work as a single-engine which is essential for the success of your CRM implementation.
Now that you’ve done enough marketing within the company about the proposed CRM, it’s time to offer ample training to all your employees and stakeholders who will interact with the CRM.
This training can be role-based, bespoke training, fixed agenda training or a combination of personal involvement and official guidelines. You can also deliver the training in small doses for better retention.
Business needs and processes change with demand. It’s important to allow your intended CRM users to provide feedback and suggestions that will be used for future improvements.
This step is particularly important because it sets the ground for continuous upgrading of the CMR software, keeping it much more relevant to your business needs. Implementation is only but the beginning. You’ll need to keep upgrading the features and functionalities as your business needs demand.
And if you are not sure how to collect the feedback, you may want to look to your sales and support teams, conduct surveys and do usability testing if you are building a CRM from scratch.
It’s good to start with what functionalities people value most and understand also what they lack so you can always improve it and make it more useful to your users.
While implementing your CRM, consider the following features that most people often quote as what they start with in their CRMs.
One of the key drivers of CRM trends in 2020 and beyond is the use of AI to automate most processes. Forms of AI such as Machine learning, Natural Language Processing, and predictive analytics should be integrated into the CRM development so that tasks such as gathering and analyzing huge amounts of data in real-time, ranking and prioritization of leads, sending emails to potential clients and recommending next steps to sales professionals can be fully automated.
Automation is key in having an efficient and reliable CRM. Through automation, you avail more time to your sales representatives to foster new relationships or seek new opportunities instead of doing routine, complicated tasks.
Although by now you’ve added most of the features that will make your CRM efficient and reliable, it’s imperative to add features that allow collaboration so that users can be more effective working on projects.
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Collaboration functionalities can include data sharing, synchronizing workflows within the teams, communication via email and calls, ability to provide updates on key sales activities and ability to receive notifications on time.
Most of these collaboration features are aimed at offsetting routine manual work from your sales team, limit misunderstandings within common teams and synchronizing them so that a higher performance can be achieved.
Finally, you’ve successfully implemented your CRM. Don’t stop there. Otherwise, with time you’ll realize you have outdated functionalities that offer little service to your customers.
The best thing to do is to watch out for new CRM trends that make work easier and improve your customer’s experience and implement them. As soon as new features are released, add them to your CRM provided they add value to the overall reliability of the CRM.
To be successful and enjoy real, measurable ROI on your CRM, follow a build-measure-learn cycle. Even if you fail in trying out new features, you shall have learned a few things that work and some that don’t work.
Besides, learn to review your CRM setup from time to time. Get rid of all the old dashboards and reports and create new workflows as need be.
Lastly, remember you need feedback. Make a habit of collecting it from your employees and use it for future improvements.
CRM implementation requires adequate planning and thoughtful consideration of key elements that would make the process a success or failure. Modern technology is good but it’s much better to understand how to smoothly implement it.
Make use of our secrets to a successful CRM implementation and enjoy a seamless CRM adoption process. If you are in doubt or not sure how to go about anything, reach out to Plumlogix.com for help. We are a fully certified body of experts in CRM implementation (especially Salesforce) and will walk with you till you realize your goals and objectives.