Choosing to implement a CRM system is a big decision and an important investment of company time and financial resources. A customer relationship management system can bring great rewards if you take the time to prepare before the project starts.
Goals
Start by figuring out your goals for the system. Avoid vague goals such as ‘my goal for the CRM system is to help us make money,’ because it is not actionable. Create goals which are attainable and where the results can be measured. Instead, try ’my goal for the CRM system is to track the number of phone calls our salespeople make in one month.’ You may want to create a related goal such as ’my goal for the CRM system is to help our salespeople make 50 calls per month.’ You should always set goals for your system before you even choose a platform.
Be sure to prioritize your goals as well. You may have 10 or 20 goals for your system but some may be more important than others. Make it clear which goals are your top priority and which are lower priority. This will help to keep your costs in check because your lower priority goals may be put on hold while you focus on the high priority ones.
Examples of CRM goals
· To help our salespeople meet their target of 50 calls to prospects per month
· For management to monitor meetings held with our top accounts
· To help our salespeople manage their pipeline
· For management to monitor the sales pipeline
· To help record communications with customers
Interviews
Interviewing your staff will help you to know their requirements for the new system. Keep in mind that you will not be able to give everyone everything they want, but their input can be very helpful in determining your goals. Listen carefully to what they have to say, but generalize their needs. For example, one person may say that they need a daily call report. This is excellent information; however, it is very specific. You can generalize the information into a goal of ’person needs to know who to call each day’ which can be accomplished in many ways, some of which may be less expensive and more effective than a report. Whether a system is successfully adopted or not is largely dependent on the users liking the system — getting their input during the planning stages helps to ensure that the system works for your whole team.
Prepare for Change
Your entire team should be prepared to make adjustments in their work processes and procedures in order to get the most benefit from your CRM system and to take advantage of the new technology. For example, some users may like to maintain an appointment book. With a new CRM system, users need to become accustomed to recording all calendar activities in CRM instead. Changes of this nature can be difficult for some users. They need to be prepared for change.
As another example, many businesses rely on Excel spreadsheets or other forms of manual reporting to analyze their productivity and results. Most CRM systems now have the ability to view this type of data at any time using views or dashboards. Getting rid of the paper can be difficult for some people, but by embracing the CRM system they can receive instant information at their fingertips. Change can be exciting and lead to much higher productivity!
System Requirements
Before implementing a new CRM system, be sure to obtain the system requirements. System requirements consist of the minimum standards for hardware and software needed for the CRM system to work properly and also the recommended requirements which will ensure your system will function at its optimum performance. We always suggest that our clients meet the recommended system requirements, not just the minimum. The system may work with only the minimum requirements, but it may run slowly leading to a poor user experience.
Software requirements will include a recommended version of Microsoft Office. Many CRMs work with Microsoft Office 2003 or higher, but you may get a better or worse experience with certain versions. Be sure to ask questions about software requirements.
You should also inquire about operating system support and service pack requirements. Some newer or older operating systems may not be supported, so you will have to plan accordingly. Service packs and operating system updates are important. Find out from your CRM vendor or implementation partner whether your computer hardware and software are adequate and compatible for the system you are implementing. Collect information about your current environment during the planning stages so you will be well-prepared for the implementation when the time comes.
Examples of system requirements
· Computer hardware
o CPU speed
o RAM
o Free disk space
o Operating system and service packs
o Microsoft Office
· Mobile
o Phone type
o Phone operating system
o Tablet type
· Internet bandwidth
· Online/offline requirements
Learn the System Ahead of Time
After you have chosen your CRM package, take some time to familiarize yourself with the system. Pay attention to how it works and its capabilities. This does not mean that you have to be an expert on the system, but you should be knowledgeable enough to explain the system to others on your team.
Find a Champion
A champion is a person at your company who espouses the advantages of the CRM system to others and works to get the whole team on board. The champion should be the most active, vocal and knowledgeable person in the organization. Once the CRM project is complete, a champion ensures that everyone continues to use the system properly and helps others when they have questions.
Putting it All Together
In the end, preparation is the key to a successful CRM implementation. Knowledge is the cornerstone of your preparation which will ensure the system will work for your organization.
By setting goals for the CRM system, you can more easily communicate your expectations to both your own organization and to your implementation partner. Once the project is complete, you can also use these goals as a measure of success. If your goals have been met, then the project and investment has been worthwhile. Interview your users and prepare them for the changes which lie ahead. You will have better user adoption because your team will have ownership and feel like their needs are being addressed. A champion will lead your users and ensure that the system is used properly.
While following these steps cannot guarantee a successful CRM implementation, they will significantly improve your chances of success. Good luck!
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