CRM for SMBs

Top 10 Tips for implementing a Customer Relationship Management software (CRM)

1. Leadership

Like any important business initiative, CRM projects need a strong leader who will take ownership and see the project from start to finish. An orphaned project usually means a failed project. Find a respected a leader, ensure that person has the resources and executive support succeed, and make sure that person is held accountable for
the results.

2. Buy-in

Leaders need to work with stakeholders throughout the process to ensure they understand the goals of the project and are comfortable with the new system. Include users in the initial evaluation. Gather their feedback throughout the implementation process and after the CRM system has been rolled out.

3. Understand Your Business Processes

Companies need to understand which business processes they want to automate through CRM, how CRM can improve these processes and how the CRM functionality maps to these processes. Automating broken business processes does not lead to better results.

4. Buying Means Beginning

Purchasing a CRM system signals the beginning of a process, not the end. Installing a CRM system and telling employees they need to use it does not lead to optimal results. Make sure your team understands that CRM is an ongoing process of continuous improvement.

5. Beginning With the End in Mind

As a top-performing athlete visualizes results before a competition, organizations should visualize how their customer management processes will be improved through CRM technologies. Beginning with the End in Mind and driving the process to that goal will deliver superior results.

6. Communicate the Benefits

Selling is not just an external exercise. We sell to our colleagues every day. CRM systems need to be sold internally as well. Communicate the benefits to stakeholders early and often so they can see how the application will make them more successful.

7. Take a Phased Approach

The Big-Bang worked for creating our universe but does not go so well when it comes to creating successful CRM projects. Take a phased approach in implementing CRM. Best practices include postponing extensive customizations until later phases so your company understands how well the out-of-the-box implementations work. Once your comfort level improves and gaps are truly identified, deeper changes should be made.

8. Train the Trainers and then Train the Users

Training is a key success factor in successful CRM implementations. Make sure your trainer’s are expert and have the training touch (i.e. patience) to work with users to ensure they understand the system. Invest in training your trainers so they can ensure successful adoption across the organization.

9. Gather Feedback

Make your users become owners of the project by actively gathering their input, gripes, feature requests, etc. You will not be able to incorporate all of the feedback into the product but some useful ideas will rise to the top. Moreover, your users will feel more like owners which increases user adoption.

10. Measure, Review, Improve

Any important business initiative should be measured. What is more important than customer relationships? Regardless of your company size, establish baseline measurements and then track how they change over time. These key performance indicators (KPIs) such as customer retention, competitive win rates, forecasting accuracy, case response time, give a good indication of how you are progressing with your CRM implementation.

Why CRM does not work