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08.03.09 Implementing CRM Software In Your Enterprise Successfully  By Jim Berkowitz Here is a synopsis of an excellent article by Jean Frohman, Marketing Manager with Citrin Cooperman & Company, LLC, full of valuable suggestions for successfully implementing a CRM solution, Tips on Implementing CRM Software at Your Firm: Making the Case, Picking a System Based on your firm's growth continuum, invest as early as possible in a CRM solution. If you are experiencing rapid growth, it's probably a good idea to re-evaluate the firm's marketing goals to see how your existing technology aligns with and contributes to them. Listen to the people. There are employees at all staff levels and functions who will play a role. Rather than propose a system with only marketing and IT goals in mind, listen to what your potential user base is seeking to augment that they don't have today. Map out what the new CRM system is intended for. If you can paint a short- and long-term picture of opportunity and growth for partners, they will see its value. It will also help you find which CRM system can not only meet expectations now, but be flexible enough to grow with the firm. Ensure that IT is on board. While there are times CRM initiatives are spearheaded by IT, they most often come from marketing. With that being said, make sure the appropriate IT personnel are involved in the evaluation process so when it comes time to build and sustain the system, IT is cooperative and by your side. Setting the Stage for a Successful CRM Launch Pick a CRM implementer. Half the battle is choosing the system; the other half is spent selecting who will help you build and implement it. Definitely weigh the pros and cons between hiring a third-party consultant and using implementation services provided by your CRM vendor. Check references and don't be afraid to post questions on forums or blogs about the experiences of other firms that have gone through a similar process. Get everyone involved from the start. Understand your audience. Since administrative assistants are key users, invite them to a meeting to find out how days are structured and with what tasks. Help them by implementing new business processes (using the CRM system, of course) to make their lives easier. They will definitely appreciate the opportunity to have a voice. Inform and prepare users for the launch. Managing expectations is important during this time. Hold informative meetings or lunches with users to let them know what to expect from the system in the initial phases and what you envision it will do in the future. Showing a "sneak preview" of the actual system sparks interest and lets people know that their initial opinions and wishes did not fall on deaf ears.
Prepare metrics, tools and analytics to assess the success of the system and launch. During system launch, there is little time to develop metrics. Spend time early on to plan how you will ensure that the firm's investment is successful, how you will meet your milestones and goals, and how you will engage users long term. Plan your rollout strategy. Work with IT to schedule the rollout and build a marketing campaign and training program to keep adoption high. Making sure the system is implemented and launched in a seamless and positive fashion can make or break a project. Give users a heads-up of the launch timeline and what they can expect to ensure a painless transition. During this time, prepare your data stewards (should you need them) or data managers to deal with the influx of data they will have to manage. Go Time! Stick with the basics. During the first year with a CRM system, remember it is something completely new and foreign to most users. Give them time and confidence to learn it and figure out how it benefits their business processes. Continue reading this article. About the Author: Jim Berkowitz is a seasoned executive with more than 30 years of professional services and project management experience related to Customer Relationship Management (CRM) and Financial Management (Accounting & ERP) software solutions for small, mid-sized and Fortune 500 companies. As a Sales Force Automation and CRM Consultant, Jim has assisted more then 100 companies with the design and implementation of custom CRM solutions. Mr. Berkowitz is the founder and President of CRM Mastery, Inc.; a company dedicated to serving small and mid-sized enterprises (SMEs) by offering affordable tools and guidance to help them plan for and succeed with their CRM initiatives. |
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