I was introduced to web based Customer Relationship Magement (CRM) tools in 2000 about two weeks after I finished rebuilding a home grown Microsoft Access contact management system for my employer. It took a few days to recreate through this Software As A Service what It had taken me weeks to build in Microsoft Access. From that day on I was convinced that Software as a service was the way to go when it came to CRM.

I’ve had the pleasure and pain of managing two other CRM projects and want to share these tips to help get your CRM effort on the right track.

1. Have a plan - A lot of mistakes can be avoided simply by taking the time to sit down with your team and laying everything on the table. The plan doesn’t have to be that good but you need to go through the process. You will undoubtedly discover processes that made sense at one time but may be unnecessary or you may discover that you need to create a new process to take advantage of new opportunities. Remember, If you fail to plan then you can plan to fail.

2. Software as a Service is the way to go - Hardware = Headache. Unless you already have a large technical staff, extra servers, a robust network, and a lot of time to troubleshoot you will be better off subscribing to a service where all you have to worry about is remembering your login information.

3. Get buy in from the end users - This is where a lot of CRM projects fail. Companies spend money on advanced systems, Presidents and VP’s are all on board and preaching the CRM gospel to the company. The CRM tool is forced on the front line reps without so much as an explanation of why let alone how the system will benefit to them. The result can be disastrous to the project, take some time and get the buy in from the folks in the trenches.

4. Management needs to take the lead - Managers are busy and the demands on their time are outrageons but when it Comes to CRM you need their leadership and active participation. If the front line reps know their manager doesn’t care about the system then the reps won’t use it.

5. Cross departmental coordination is vital to success - I know you have a smile on your face and saying “Did he just use department coordination in the same sentence!?”. Yes I did. CRM touches more than just the sales department. You will need help from Admin, Marketing, and Accounting at the very least.

6. Appoint a Data Czar - The Data Czar is responsible for the integrity of the data going into the system as it relates to accounts. Without data integrity your system will be worthless.

7. You have to have discipline - Change isn’t easy. It’s much easier to build technology that changes the world than it is to change the people in it. It takes discipline and a commitment to success to have a successful CRM system.

8. Rethink your sales approach - CRM will open up the doors to new sales approaches. You don’t necessarily have to change your process but while you’re at it think about how the CRM system might improve the sales process. The goal with CRM should be to touch every customer every month. More Customer Contact = More Sales = More Revenue.

9. You need a champion - Every project that I’ve every been involved in succeeded because someone cared more that anyone else. That person got everyone involved, they spread the gospel, and saw things through to the end. Do yourself a favor and find a Project Champion.

10. Did I mention the importance of clean data? - I’ve already said that “Without data integrity your system will be worthless.” but I wanted you to hear it again. Make sure the front line reps are inputting clean and complete data. You shouldn’t have a contact without an email address, or an account without a physical address. Data cleanup is tedious, boring, costly, and could have been avoided in the first place.

Striving for CRM Success isn’t for the faint of heart. It takes discipline, dedication, and a good understanding of the tools and their potential. It takes a strong leader and a good communicator to see a successful project through to the end.

Contact me for consultation