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05.03.10 Focusing Your CRM On Successes Not Failures  By Bob Sullivan I keep reading articles about CRM failure, so I thought I might change the slant a bit and point out how to make it successful. Of course, we all know that CRM technology is far from perfect. That's been proven time and again. It's definitely not an exact science and most studies have shown that the success of any CRM system depends on people and processes, both of which are not flawless. But, CRM is essential … that is, if you want to effectively do such things as:
• Track and stay in touch with customers • Focus your sales on key prospects • Share vital customer/prospect information between sales, marketing, customer service • Remain competitive and stay in business And, what company doesn't want - actually doesn't need, to do those things, and more? If there is such a company left standing in this day and age, my advice is to get a shovel and start digging. I'm sure you know what I mean. For all of you who are planning on CRM, or are in the beginning stages of CRM, or who have CRM, but beginning to see a breakdown in your system, I am going to point you to several resources with some great advice (mine included, of course) on how to make or keep your CRM system successful, beginning with: Your People Are Half the Battle For the past 25 years, I've suggested this mix for a successful CRM initiative: people (50 percent), process (30 percent), and technology (20 percent)-and still organizations often fail to devote the time and resources needed to address the inevitable people issues that come up. This shortcoming can lead to a less-than-optimal (or even failed) CRM implementation. To read more. Top 5 Ways CRM Decision Makers Go Astray An astonishingly large percentage of companies build the CRM selection team around the people least likely to use the system on a daily basis -- the IT director, the CMO, the CIO, and perhaps the vice president or director of sales. While the input of these players is critical, it's also vital to have input from the rank-and-file sales, marketing and service staff. To read more. Building Customer Relationships -- A Blueprint for CRM Success Successful CRM solutions begin with a strong vision for how technology will deliver profits and customer satisfaction. The following steps will provide sales, marketing, customer service executives, (and their CEOs) with a blueprint - a solid plan - for building a successful CRM system. To read more. Yes, you need to understand the most common reasons for a CRM failure, but once you understand those, you should be on your way to CRM success. What is your best advice on how to make a CRM system successful? Comments About the Author: Bob Sullivan is President of InfoGrow Corporation, a national sales & marketing consultant and applications provider that enables clients to leverage information and technology for increased sales & marketing effectiveness. |
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