In general, we donβt really like translations of articles about CRM, because their business mentality and our business mentality are entities from different universes. They have a focus on a person and the role of a person in the development of a company, in Russia, alas, the focus is on earning more and paying less (optionally - to serve time faster). Therefore, the views on business software, and business software itself are noticeably different. But this time we came across a cool article, which, with a certain stretch, is quite applicable to Russian realities. At first we wanted to make a Goblin-style translation, but we realized that the ban on HabrΓ© is also, you know, a dubious story, so we translated it with our own comments. Guys, this is a real topic. Look for such dudes in the team and implement CRM - it won't be boring.
The fifth, meanwhile, convinces the boss that CRM is urgently needed because:
β in December everyone has real discounts
- in December, you can close the budget and spend the rest of the funds
β in January and February we work at ease, you can learn the CRM system
β by the start of the hot business season we will be automated to the teeth
- Yes, our corporate party is more expensive than CRM licenses, boss, have a conscience!
(Italics in parentheses are notes from our CRM expert.)
Projects for the implementation of a customer relationship management system () in a company always start with high expectations. People expect a CRM system to magically increase productivity, increase sales, simplify operations, and save money.
But even though the CRM industry is indeed booming with an expected growth of $36,4 billion by 2017 (according to Gartner), more than a decade show that 30% to 65% of CRM projects fail. claims that less than 40% of CRM projects turn out to be full-scale implementations that reach the end user and go live.
And the main reasons for this low adoption rate have little to do with technology. The main problems standing in the way of CRM success are largely related to organizational culture, lack of strategy and business goals, and, most importantly, people involved, who account for no less than 42% of all problems.
What are the main implementation challenges you faced on your project?
Let's take a look at how and why people play such an important role in the implementation of CRM systems.
It's all about people
One of the fundamental mistakes made during the implementation of CRM is that CRM is considered solely as a technology.
In fact, the implementation of CRM is primarily not a technology (on the client side, implementation does not look so difficult), but the people who use it!
Usually, business owners who invest in a CRM system believe that it is this software that will improve their business. And nothing else. Spending hundreds of thousands of dollars on a CRM solution is useless if you don't care about the people who need to use it. Why take care of them? Yes, because it is people who improve your relationship with customers, not the selected software!
According to Insight Managing Consulting, 64% of the success of a CRM implementation depends on support from the organization's employees. (The RegionSoft CRM team, as a CRM developer for small and medium-sized businesses, thinks that in small companies with a simple hierarchy, this percentage is confidently striving for a hundred).
Key success factors for implementing a CRM system:
- internal human resources - 64%
- external expert support - 56%
- technical solution quality β 45%
- change in management abilities - 36%
- customization - 36%
- financial resources - 18%
Well, what is it like, a dream team of implementing and adapting a CRM system?
Since CRM implementation is a journey and not a one-time software project, you will need a team that will work with you as efficiently as possible and stay with you for the long haul. Be prepared that not all members of your team will immediately see the benefits of CRM and embrace CRM with open arms. However, it takes completely different personalities to make CRM work. Let's take a look at a typical team found in many companies looking to implement CRM and see how a dream team can help you achieve CRM success.
Or maybe you, the reader, are one of them?
1. Mad fanatic, he is the main fan
It goes without saying that this is a very important person for implementing CRM. He not only knows why implementing CRM is a great idea, but he is also armed to the teeth. , key findings, charts and figures that demonstrate the benefits of CRM. He believes in the success of CRM no matter what. The same person who can be characterized by the words "I see the goal - I see no obstacles."
Typically, such a dude is a project manager who likes to experiment with new work methods and is focused on achieving excellent results. He knows a lot about the system ahead of time and is ready to help everyone really enjoy everyday work with CRM as assistants. He will remind everyone that good times are coming.
2. Skeptic
Let me guess what you're thinking right now: "How can a skeptic be helpful in implementing CRM?" Surprisingly, but this person is of paramount importance for the successful adaptation and success of the implementation of CRM.
The skeptic is more likely to be found among performance-oriented sales managers. Naturally, he is intolerant of anything that takes time to achieve results. What he wants is record-breaking sales right here and now. If the benefits that are tangible for him do not materialize βout of thin airβ, then this person will never trust any innovation (and Excel will be!).
In fact, skepticism is an expected and rewarding part of the CRM launch process, studies say, as 71% of people, especially salespeople, will demand proof of effectiveness before adopting CRM and actively using it. (Let me remind you that this is a translation of an article by a person of a different mentality - in Russia they usually boycott CRM and go on strike against it, not because they are afraid to interrupt the gold mining process, but because they want to continue to hide "private" clients, personal affairs, agreements and kickbacks. Well, most often they are driven by the desire to hide their by no means intensive work.).
First of all, every CRM implementation must face resistance, which comes in two forms: skepticism and discomfort.
But you need this character, as he is your strongest motivation in the history of CRM implementation!
It is the skeptic who will make you come up with a plan and stick to it. He will boringly and meticulously remind you of things that you might have overlooked. It will show you what in the CRM solution you are trying to implement is too complex or redundant for your business. In fact, the skeptic will point out how a CRM system should be tailored to your company's business needs and goals (in Russia, in the best scenario, the role of a skeptic belongs to the head of the company, you will not expect this from salespeople - it has historically developed that they do not have internal corporate moral motivation).
3. Charismatic leader
CRM implementation has a top-down approach: the directive goes from top to bottom. Without the participation of top management, all initiatives related to CRM are doomed to failure. If leaders don't set an example of using CRM on a day-to-day basis, don't use reports and features, the rest of the staff is likely to give up CRM pretty soon.
According to Peerstone Research, the lack of support from senior executives is a significant reason why CRM doesn't take off and start working.
Why does a CRM project fail?
- the main ones do not pull out - 27%
- vendors have promised and do not deliver β 21%
- price overflows β 20%
- bad software - 19%
- the integrator did not cut the business chip - 16%
- software is weak, functions are missing β 16%
A charismatic leader (perhaps a managing director or CEO) is someone who demonstrates their personal commitment to a new project by incorporating CRM into their daily communication with employees.
Sharing data, generating reports, completing tasks if they are done using CRM can be an ideal use case for a new system that other employees will simply be forced to connect to. In other words, when it comes to CRM implementation, actions speak louder than words.
4. IT dude
Obviously, you need it to help you understand the technical side of the software and resolve any installation and implementation issues you may have. (By the way, in the case of dudes from IT who will help you, it's us ourselves - contact us, we have engineers in stock). In addition, having a qualified IT specialist saves you the initial frustration as it helps the company keep the CRM system up to par.
This dude is especially important if you have an On-Premise CRM solution that requires someone to look after the server and perform data migrations. Not to mention bugs, system setup, data protection, and other technical support issues that can specifically scare non-IT dudes.
5. Empirical tester
As an aspiring salesperson or administrator, the experiential tester will play with the CRM system, testing the workflow, settings, categories, fields, and other features and tips. He will find small but useful tips, try out all the buttons and links, and he will have more than one hundred questions. But this is a real immersion in the CRM system!
The tester won't stop until he sees that the CRM is really working. And as soon as he realizes this, he immediately becomes a passionate advocate of CRM. Therefore, testers are just as important as enthusiasts and leaders, as they contribute to the implementation of the system, discovering its unique functionality step by step. (I wonder if there are such people outside the IT sphere at all?!)
Every flock has a black sheep
But the picture wouldn't be complete without another character lurking in the CRM implementation team.
It is a hater, hater, toxic tipchik.
More evil than a skeptic, this person not only doubts the CRM system, he also goes out of his way to prove that the whole idea was wrong in the first place. The hater will probably be the smartest guy who already knows all this, swam everywhere. He is pleased with his methods, which have allowed him to succeed and close many deals. He doesn't want change and he will bide his time when things go wrong. Hater just loves the moment when something goes wrong, so that he can triumphantly say: βI told you so!β
As you can see, we excluded this guy from our CRM Implementation Team Fab Five. And all because you can easily do without it. (He's stupidly destructive).
The Importance of Learning
All these characters usually represent different departments in the company, perform different duties and have their own goals and objectives. Thus, it is important that people in sales, marketing, administration, IT and management have the same well-defined goals that they want to achieve after they decide to make CRM their income generating tool.
Finally, it is continuous and systematic learning that is the key to a smooth implementation process and the success of CRM. Don't think that a few sessions with implementers will be enough. After all, you are not updating Windows!
Agree, CRM can be difficult at the beginning, very difficult. Continuously educating employees on how they can use CRM in their daily work is a great idea, the best one possible. Focus on core, role-playing functionality first. Leave the complex bells and whistles for later.
Hack and predictor Aviator
When it comes to implementing CRM, companies should not focus only on the technical side of the project, as this leads to either failure or occasional success. To win, you need warm hearts and reasonable heads of your employees.
And because implementing and onboarding CRM users is a team effort, you'll need a set of shared goals and an implementation strategy, securing top management support, launching an incentive system, demonstrating ROI, and above all, continuous learning.
There's no doubt about it - implementing CRM can often be a costly and time-consuming process, but with the right process, it can change everything from your day-to-day activities, the way you treat your customers or convert your leads into real ones, to your revenues and even your business profile.
Well, how did you count such people? How do they get along with each other?
Source: habr.com