Why implement a centralized CRM package - Main Pitfall & 5 tips

on Tuesday, 18 November 2014. Posted in Enterprise Software , Blog

Why implement a centralized CRM package - Main Pitfall & 5 tips

In my view, the top 10 reasons most companies move towards a centralized CRM (customer relationship management) system

  1. Move to get a more complete view of customers
  2. Automate previously manual and repetitive processes
  3. Make business processes consistent across the company
  4. Improve the quality and velocity of data.  Enter once.  Use many times.
  5. Replace of various systems/databases by one system
  6. Improve sales force efficiency, forecasting
  7. Deploying CRM enables corporations to become more customer-centric with their business processes
  8. Better user access to data and instant mobile analytical tools
  9. Improve communication among groups within sales and marketing organizations
  10. Leverages best practices throughout the organization 

A CRM system provides a one face to the customer and a 360 degree view of sales and opportunities, by establishing the reflex of having a common customer ID across data dimensions, you can provide visibility to all of the customer-related activity across the enterprise.

Tip #1 Dont focus on functional requirements

When focusing on functional requirements take into account all Tier 1 CRM, share the same functionalities, provide a better scoring to the vendor that is already deployed internally, for example if your company is more Oracle centric select Oracle if its SAP centric select SAP, this will help reduce the risks related to integration. 

Tip #2 Biggest risk will always be the data migration

crmdatamigration

          In a CRM project, put a focus on the data migration, bad data is the number 1 reason for project failures and overruns: 

     Main Pitfalls of Converting Bad Data

       Inaccurate report metrics

       Bad information wastes users time and effort

       Marketing wastes money and effort pursuing bad prospects

       Understanding your “customer” is impossible

       IT wastes time sifting through information and trying to make sense of it

       Operations has difficulty reconciling data against financial and other backend information

       User get frustrated, you lose valuable buy-in and adoption

Follow a structured approach and limit your initial scope of your data migration to converting:

 Accounts, Contacts, Addresses, Opportunity, Products, Notes, Attachments and Territories.

   Tip # 4 Data Cleansed then Loaded into CRM

   Define key systems where data will be cleansed and then convert to CRM

   Do the same with the transactional data, that will be loaded into CRM and which loaded into the BI for analytics

Tip#5 Setup CRM Center of Excellence 

      Provide one level 3 support group for all user queries, incidents, and changes requested.   Across all business unit lines.
     With established partnership for software break & fix, establish business-oriented service level agreements for availability, time to respond, and bandwidth/capacity for changes.

      I would say that the Achilles heel to all IT systems especially in CRM systems is user-friendliness. If in doubt, use the KISS method'Keep It Simple Stupid'. Do you have 2 ways you could do something? Always work with the simpler of the two. It's much easier to add a bit of detail rather than trying to take away from an overly complicated process.

 

 

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