When installing Office packages, we need to prepare and select the options we need during installation. A simple action such as the installation of Office packages requires preparation, and it is the same when you introduce and implement CRM solutions, it requires serious engagement of all relevant factors in the company, such as directors, managers, internal or external consultants.
When we are looking at examples from practice, the most important thing when introducing CRM as a software solution is STRONG DECISION, the next thing is STRONG DECISION and the next few steps are the same thing. Why is so much emphasis on a firm decision when introducing software? The simplest reason is because it is a long-lasting process and should not be allowed to, during the implementation, the will and motivation of participants, decline, and therefore this reluctance is transferred to the lower structure of the company.
CLEAR OBJECTIVE, as the next factor in the introduction of CRM, it is necessary to know what we want to achieve with our new software. The goal can be organizational, financial, or both.
When we speak about the organizational goal, we are talking about centralizing data, clear procedures for working in sales, etc.
The financial goal is to improve existing organizational procedures and increase sales, increase of payments and of course profit.
All this is nice as introduction, but the question remains: How do I introduce CRM? We will go through the basic steps of introducing CRM.
DEFINING THE CURRENT STATE
We need to be realistic towards ourselves and others and to objectively see where we are using CRM as a strategy in our everyday work with our clients. Much of this depends on this initial phase. If we miss here this entire implementation of CRM can go in unwanted direction. Many companies are in delusion about CRM software and CRM strategy, if we do not use CRM as a strategy, the software itself will not help us much. It is imperative to see how our current relationship with the client fits into the modern CRM strategy. Regardless of whether we really respect the saying “Client in the first place!
DETERMINING THE OBJECTIVES WHICH WE WISH TO ACHIEVE BY INTRODUCING CRM APPLICATION
When we determine where we are with CRM strategy, then the next logical step is to see what we want to achieve with the introduction of CRM as software in our company. Whether it’s a centralization of data or perhaps a 360 degree view of a client, or is it perhaps a regular and systematic contact with a client, and getting to know his habits.
Goals can also be of a financial nature such as: we want to increase sales in the next year by 15%, or we want to increase the payments by 23%. The goal can also be customer satisfaction with our post sales service, response time to customer requirements etc.
KEY PEOPLE FOR IMPLEMENTATION
It’s a serious step, and it doesn’t sound like that. Why is it so? The success of the introduction of CRM software will depend on the people who will be leading the implementation. These people must be influential in the company so the employees must respect their authority. That they are accurate, precise and systematic. They need to be example of the CRM as a strategy.
BUDGET AND SELECTION OF CRM SOLUTIONS
There are many CRM solutions on the market, some in your country and there are some international solutions. The main rule when you choose CRM as the solution is that this CRM is within your budget. When you choose the right one, then you look at the following items:
– Does it support your preferred mode of use (cloud or a premise)
– Does it support your type of using… web, desktop or mobile devices
– Whether it supports customization or it is a product that cannot be changed
– Does it have a reporting module?
– Does it have support and whether that level of support fits your needs
DEFINING THE IMPLEMENTATION STRATEGY AND DEADLINES
One of the key points of CRM implementation, requires careful planning of resources as well as managing of the same. As you know, it’s very difficult to organize a large number of people doing the same thing and being well synchronized. It is also necessary to set deadlines, not to put pressure to the employees that something has to be done by then and then, although it has to be done, but to get them to take the entire process seriously.
The particular problem is that you must also coordinate with external colleagues, such as the people from the company that are implementing software, consultants, colleagues from some third-party software companies that CRM needs to make a connection to.
Setting up precise deadlines allows everyone to have their own working zone. Everyone should take part in determining deadlines, because in this way part of the responsibility is transferred to them.
DEFINING THE IMPLEMENTATION PHASE WITH TIME FRAME
Implementation phases are closely related to the preceding paragraph, but we can say that it will more closely define them. Some of the most important phases, although there may be many more depending on the complexity of the project:
– Planning and projecting phase
– Adjustment phase of the solution
– Test phase
– Adjustment phase of the solution
– Production stage
– Adjustment phase of the solution
– Planning and projecting phase
Have you notice that some phases are repeated? The planning and projecting phases are one of the most important. It includes some related phases such as the Evaluation Phase. When looking at the list of wishes the client has made. The planning and projecting phase reappear at the very end. For the simple reason that every software and CRM is a living thing and requires constant work on it. The fact that you have successfully introduced CRM does not mean that you no longer need to work on it. On the contrary it must be constantly improved.
The phase of customization of the solution is also crucial. Refers to the fact that the developers did something according to your requirements. But rarely that is final and it always need final touch to get the ultimate and good product.
The time deadlines are very important at this stage, because if it is out of control. The project can either last a long time or, in the worst case, the entire implementation of the CRM solution fails.
TRAINING OF EMPLOYEES AND TESTING PERIOD
Employee training starts after the first stage of testing and before production. Here, frequent mistakes are made because this is left to an end. Thus a valuable number of beta testers are lost. That could find some irregularities or, more importantly, point to some improvement in the CRM solution. Let’s not forget that people who will use the application. Best know their part of the job and are often experts in their work, so let’s use it.
START OF PRODUCTION USE
A very sensitive phase, and is often compared to organ transplantation, whether the new organ will be accepted or not. Here, the management enters the scene with its solid and decisive attitude. At this stage, quite often there is a rejection of the solution due to the lack of engagement of the most influential people in the firm.
DEVELOPMENT OF THE REPORTS ON THE BASIS OF PRODUCTION USE
Now you are all wondering and scratching heads about the question, why this is one of the last steps. Should we not have immediate reports, so we can make decisions?
Well, here’s the explanation. During the implementation many things change from day to day, people are preoccupied with many complex aspects of CRM and simply do not have enough information to look for reports that will be final. And specially if we add into the equation possible connection with ERP and cross reports between CRM and ERP simply it is impossible to produce reports that would be of sufficient quality.
When you start the production, then there’s another story, you all work in the app, you enter a lot of new information every day, and you naturally impose a need for information you do not have and some new reports can provide them.
So, do not rush with the reports, fill the system with the right data and then slowly think out what kind of data you need.
NEXT STEPS
Enhance and take care of your system with new CRM methodologies from your industry, do not let your effort of 6 months or a year fail. For sure that your efforts will be returned in many ways!