3. Why CRM Implementations
Fail
1. Not Defining Clear Objectives for the Project
A successful project is one that meets its objectives.
Do a proper assessment of objectives before the
implementation to help keep the project on track.
Think of the 3 MOST important goals for the CRM implementation to accomplish.
And remember, get input from different departments!
Defining goals will create an outline for
success and will help while you are getting
used to using the CRM on a daily basis.
4. Why CRM Implementations
Fail
2. Poor Planning or Project Management
Do not let the implementation become overly disruptive to the
organization’s daily business practices.
First, answer these questions:
• Who at your company will be the
internal project manager?
• Does this person have
managements full support? Do
they have time? Are they clear
on their goals?
• Is there a project plan?
5. Why CRM Implementations
Fail
3. Believing that software will solve your
problems when software is just a tool or
enabler
Understand that CRM will
help you to be effective in
organizing your daily
schedule, measuring results
and knowing your
customers!
No software
will solve all
of an
organizations
problems!
6. Why CRM Implementations
Fail
4. Trying to Use or Add Every Feature in the
New Software Right Away
A phased approach works best!
Introduce the
staff to new
processes
gradually
Limit yourself to only the customizations that support your Top 3 goals
7. Why CRM Implementations
Fail
5. Insufficient Training and Support
Plan in to the
budget for training
and support!
Enable the CRM users
to get properly trained
AND make sure there
is support for them in
place.
Don’t assume your team
has the time or energy to
“learn it on their own.”
8. Why CRM Implementations
Fail
6. Not Getting Buy-In from Employees Ahead of
Time
All employees must believe in the CRM strategy!
They must understand how it helps them.
Upper management MUST support and
mandate the software implementation.
Significant and positive communication
from management is critical.
9. Why CRM Implementations
Fail
7. Incomplete, Erroneous, or Bogus Data in
New Software
Make sure data is converted accurately and completely before turning on the switch.
This will help prevent frustrated employees who don’t trust the data in the CRM.
If information cannot be converted
accurately or completely, make sure
there is plenty of communication
about what is happening.
10. Why CRM Implementations
Fail
8. Not Planning for Change or Handling Out of
Scope Issues
What will happen if you go over budget? What will happen if the
project takes longer than
expected?
Answer the hard questions
before you begin the
implementation.
It’s always best to be prepared.
11. Why CRM Implementations
Fail
9. Unstable hardware or network platform to
support the new software
Make sure you have a fast, reliable
internet connection before
implementing hosted software.
Don’t worry about unstable hardware or network platform!
12. Why CRM Implementations
Fail
10. Choosing the Wrong Software and/or the
Wrong Provider
Make sure you’re doing
your own research and
choosing a CRM software
that fits best with your
company and its goals.
Verify that the software can
easily handle changes in your
business and changes in
number of users.
13. Faye Business Systems Group
Questions? Comments? Please contact:
Kimberly Douglass, Account Executive
Kimberly.douglass@fayebsg.com
www.fayebsg.com
Notas del editor
Kimberly DouglassStudies have foundthat very few companies on the market today achieve successful software implementations on the first try. But why is this? We are going to take a look at the Top 10 reasons why CRM Implementations fail and how you can position your company to not make the same mistakes. Some of you may have already experienced a failed implementation, but this will help you to get back on track and reposition your goals and efforts.
This is a cool graphic illustrating the Big 10. Let’s now get into the 10…
Not defining clear objectives for the software implementation is commonly cited as a contributing factor associated with failed implementations. A successful project is one that attains its objectives, but it is amazing how many businessesundertake a CRM solution with vague and unidentifiedgoals. If a company does not consider and do a proper assessment of objectives, BEFORE implementation, it becomes difficult to pinpoint the issues and failures along the way. Take the time to consider 3 things that you want your CRM implementation to accomplish. Remember, your goals may not be the same as your coworkers, so be sure to get input from different departments and staff members. Defining goals will create an outline for success and will help to keep you on track while you are getting accustom to using the CRM on a daily basis.
Poor planning and project management will not only contribute to a CRM implementation failure, but also often results in staff embarrassment, frustration, and sometimes job loss. Sometimes, an implementation will become overly disruptive to the organization’s daily business practices. Many times existing employees are asked to not only do their regular jobs but also implement the new software at the same time. This is a tough road to travel. Have you decided who at your company will be the internal project manager for the implementation? Does this person have managements full support? Do they have time to dedicate to this project? If not, in what ways would the implementation suffer and how can you alleviate this? Are they clear on their goals? Do you have a project plan?Answering these questions will help to see if you are prepared to begin the implementation.
Will CRM software increase your sales? Will CRM software make a bad salesperson a good salesperson? Will CRM software improve your brand? Probably not to any of these. However, it’s a tool, and if used wisely, it can help…. Understand that CRM software can help you to be more effective in organizing your daily schedule, measuring results and knowing your customers.
Do not attempt to implement every feature in the software right away. In general, a phased approach is a more common tactic to achieve success. Have a specific list of “key success factors” and then focus on those specific features that will help you achieve that success. We know that many people are uncomfortable with change, so introducing them to new processes gradually, and showing them how it can benefit their work directly, can help. Also, be careful with asking for too many customizations right away. This can drag the project on and on, possibly over budget, and make success more difficult.Go back to your “Big 3 List” we talked about earlier. Only add features initially that will support the 3.
Insufficient training and support delivered during key periods can bury a project. User adoption rates drop off for a number of reasons, but two rank high on the list - lack of training and support prior to and post implementation. Sometimes this occurs not because the training and support are absent, but because it is not provided in the appropriate format. A remote sales force, for example, may not be able to rely on in-house personnel for remote support.We’ve seen this one a lot. In order to cut the budget of the project, management decides that their users can “learn it on their own”. This is bad for a few reasons – the users aren’t trained AND the users don’t feel supported. Unsupported users are the quickest way to derail a project.
This may be the most common reason across all organizations. All employees must believe in the CRM strategy and the supporting program and software. They must be educated in order to buy-in to the CRM implementation. Again, they have to understand how it helps them. And, also, the most important factor in getting user adoption is the degree to which upper management supports and mandates the software implementation. Significant communication and POSITIVE communication from management is critical in this area.
Another reason for poor user buy-in is incorrect, incomplete or bogus data. Marketing cannot direct concerted successful campaigns if prospect information is inaccurate. The same holds true for both the Sales and Service divisions, and, indeed, in these lines of business, flawed records can bring operations to a complete halt, ensuring failure. Make sure data is converted accurately and completely before turning on the switch. Or, if not, make sure there is plenty of communication with staff about what’s happening.
Besides user adoption rates, the two other important gauges of a successful CRM implementation are budget and cost overruns. Both of these are simple, quantitative evaluations easily measured by objective analysis. If a project was supposed to be completed within six months, but actually took in excess of a year, users will view it as unsuccessful and become reluctant to associate with the project. Make sure you’re prepared for changes and how you’ll be handling them.
An unstable or insecure hardware and network platform is likely to challenge system integrity. This can be especially critical for hosted solutions where internet connectivity may be spotty or poor performing. Make sure you have a fast, reliable internet connection before implementing hosted software.
Sometimes, organizations choose a particular CRM because it’s “popular” or one staff member used it at another company, or maybe your neighbors brothers company uses it. The point is, If the software itself isn’t flexible enough to handle changes in business processes or can’t support the number of users, the project can fail as well.
