Customer relationship management is an integral part of any successful business. From this point of view, CRM databases are an essential tool for the most effective customer relationship management. But at the same time, the fact is that more than 60% of all CRM projects fail to succeed. Project success greatly depends on the return on investment. When you buy a CRM system, you expect it to be used for many years. Therefore, the return on investment can be influenced by many different factors. These factors can arise at different stages of your project. But let’s address those factors that can ensure the success of your project at its introductory stage. These factors are very important because they can determine the prospects of your project in future.
Your approach to the implementation of any project plays a significant part. That’s why you need to know how exactly a CRM system works. You need to find a professional approach to project management. You need a project team. And your top managers must pay close attention to this project. It is essential to understand that the CRM databases will be integrated with all other information systems of your organization. One of the first steps here is to collect data. While your managers and employees collect information, they must also learn more about the CRM system. All these factors have an impact on the entire project. They arise during the implementation of the CRM system.
Despite the apparent simplicity of this introductory stage, a lot of companies underestimate its impact on the return on investment. Essentially, any CRM system is a technology designed to support your relationships with customers. The system must be implemented in the same manner as you build your relationships with customers. CRM databases must be implemented slowly, smoothly and continuously. This is the main difference between the introduction of CRM technologies and implementation of all other business technologies. You cannot introduce the entire system at once. You need to write the most detailed specification for your CRM project. You must pay attention to the development of this comprehensive system. This is the only way for your CRM project to become a success and not a failure.
Another way to implement a CRM system is known as an interactive method of implementation. It is believed to be much more effective than the traditional method. This method assumes that each and every member of your project team actively interacts with other members of this team. They must discuss methods of implementations. They need to know project objectivities. They must envision all possible solutions to choose the most effective one and to discard unacceptable decisions. This approach allows you to solve two important problems. It lets you involve your top managers in the project and to minimize the risk of resistance to the new technologies. Compared with the traditional approach, this method of implementation is more chaotic and complicated. But it always leads to a positive result if the reasons to implement CRM databases are clearly defined and if the project is controlled by an experienced manager.
Jake Morrow is an expert in developing CRM databases (interesting to know is that the Spanish term is CRM base de datos) for one of the largest CRM providers in Europe.