Why do so many companies fail with their CRM?
Saturday, June 10, 2017
Below is an excerpt from the book Your Surefire Guide to CRM Success
Why Do So Many Companies Fail While Others Succeed?
In many cases, the reason why companies fail to meet their businesses objectives when it comes to implementing a new CRM system is because of the way they defined those objectives in the first place. Misconceptions about what CRM can do leads to expectations that doom people to failure before they can even get started. In other cases, the rush to get a CRM project completed leads to a lack of alignment across the organization. No one has taken the time to get everyone on the same page and to buy into the same goal, so what senior management wants ends up being something vastly different than what the sales reps, or the main users of the software, want. Finally, when it comes to business objectives, a scenario that we see all too often is companies that have no real business objective at all. They think they need a CRM solution because all of their partners and competitors have one. “I need it because Joe has it,” is the kind of thing we hear all the time. But when it comes to setting goals and to figuring out what they want CRM to do for their particular business, they haven’t a clue.
We witnessed this kind of situation when we worked with a large healthcare organization. They made it all the way through the implementation process without having any goals at all for the outcome. Not surprisingly, when they first starting using their new CRM tools, they had trouble because they were using the tools without a purpose. There was significant data duplication (i.e., multiple contact records for a single contact), no consistent definition for users about what the data they were entering and using should mean, and no clearly defined sales process built into the CRM that sales reps could follow. As a result, adoption was very low. It was like driving in unknown territory without a road map or even a destination. It doesn’t really matter whether you are in a Ferrari or an old beat-up Chevy, if you don’t have a road map, you are going to get lost and probably end up driving aimlessly all over the place. And if you don’t have a destination, how are you going to know when you’ve arrived where you want to be?
Thankfully, this organization didn’t just continue driving around aimlessly forever. They realized their mistake and took steps to remedy it. They made the investment of bringing in an expert to help them get their act together around their sales processes. Then they got leadership involved by designating a smart and well-respected IT executive to sponsor the project and drive adoption within the organization. With the right resources and sponsorship in place, they were able to gain a very clear vision of what they wanted to gain. Now, they’re using the software much more effectively than they ever were before.
CRM is well worth the investment, when it is implemented correctly. Is your organization ready for CRM? NexGen can help you determine if you are ready. Based upon many years of experience, we can provide you with a CRM Readiness Assessment. The report will detail topics your company should consider before beginning a CRM Project. To receive a free assessment, fill out the form on this link: Are You Ready?
Click here for more information about how to get a copy of Your Surefire Guide to CRM Success.