CRM implementation issues

For every successful CRM implementation there is at least one CRM implementation saga which has failed to bring about desired results and ROI. The debate lingers on over reasons and explanations. But there are a few basic reasons which explain why CRM fails. 

CRM tools have been developed after lots of R&D and assessment of real life situations. CRM vendors have made lots of efforts to come up with presently available solutions. These solutions work very well in a large enterprise. But their implementation in Small and Medium Enterprises’ leave lot many questions unanswered.  A mid sized setup may not need a CRM with complete functionality. In addition, trying to implement a standardized CRM in a small setup may draw analogy from a situation where oversized spanner is being used to tighten a small nut.

Another and probably the most important reason is considering and propagating the feeling that CRM is a business solution. CRM in fact is a tool which helps organization to manage their customer relations. Believing CRM to completely overhaul a sinking business paying scant regard to customer angle will not do any good to the cause of the enterprise.  There is no standard and established implementation route which can be universally adopted. Intense study of organizations has to precede CRM implementation. CRMs fail because too much is expected too soon.

There are two philosophies which govern successful CRM implementation in an enterprise.

• An organization which is quite matured and has been running with well established systems should go for implementation in a phased manner.
• A young enterprise can afford to go for full blown implementation. However, this can not be imposed or implied as a thumb rule. But can definitely act as a guiding principle.

CRM implementation without the management’s support is doomed. There are eleven golden rules which are required to be considered before an organization embarks on the road to successful CRM implementation.

1. Top management unflinching support and drive.
2. Select the best technology, vendor and implementation team & avoid too much of customization.
3. Set achievable targets and make sincere efforts to meet them.
4. Document your existing business processes, customer network, market, profile etc.
5. Assess company’s ability to manage change.
6. Hire an outside consultant as facilitator.
7. Select an implementation firm which is local and whose services are readily available.
8. Proper communication and training.
9. Review implementation at regular intervals
10. Carry out gap analysis.
11. TEST n TEST before full scale implementation.

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