Common Issues with CRM in Business
If you've landed on this blog page after searching for CRM issues or CRM problems then I hope to be able to share some of my experiences. If on the other hand, you are a regular follower of my blog – welcome back, pull up a chair and kick back for some more of my opinionated jottings.
Research within the Collier Pickard customer base reveals some interesting threads. Since 2008 Collier Pickard has been the supplier of choice for organisations struggling to “fix” failing CRM projects. The CRM issues that these new clients come to us with have varied in their detail, but can be grouped into 4 main areas.
- the users don’t use the CRM system
- the users want to use the CRM system, but the technology is failing them
- the original driving force for the CRM project has moved on
- the CRM system does not deliver all of the functions required.
There are no simple answers to these CRM issues, however there are some basic pointers that may help implementers of new CRM systems, or those parachuted in to try and reinvigorate a failing system.
1) The users don't use the CRM system
My personal view is that most people do not come to work to fight the system. If users are rejecting the CRM system then we need to try to understand the reasons. In most cases this can be traced to a lack of management support for CRM. If users feel that their conscientious updating of the CRM system is not used then they will stop using it. Examples of managers refusing to use the CRM system, requesting reports in Word or Excel format, and enjoying a successful CRM implementation are nonexistent. The simple fact is that leaders need to lead – that means that everyone from the very top down must use the CRM system.
2) The users want to use the CRM system, but the technology is failing them
Another point of belief; CRM software developers do not set out to ship bad software. So even if you have selected a software platform that we don’t sell, it is unlikely that the CRM issue will be bugged software. The most common reasons for technology failing are tied to speed or ease of access. If your users cannot access the CRM system whenever or wherever they want then they will drift away.
3) The original driving force for the CRM project has moved on
It is often said that a new broom sweeps cleanest. All too often changes in management herald changes in the CRM system. Users who were previously happily using the CRM system, struggle to adopt changes. Users who were struggling with the system, legitimise their behaviour with reference to changes that may, or may not be coming.
In either case the conclusion we highlighted in CRM Issue 1 applies. Leaders need to lead. If you are a new sales manager, and don’t understand the current CRM system, or prefer another vendors software, then consider the following.
Return on Investment
CRM replacement projects frequently cost more than the original implementation. Data migration and retraining combine to extend timescales. This disruption needs to be balanced against the need to be seen to “do something”. When addressing these challenges Collier Pickard take a consultative approach, we are guided by the need to demonstrate a return on any investment. Whilst this may not change the decision to replace a system – it often assists in the development of a precise scope for the project.
It is also worth identifying the “driving force” for any CRM system. It may not be a manager. Frequently we find committed sales administrators and marketing assistants whose hard work on data quality drives CRM success.
4) The CRM system does not deliver all of the functions required
This might be the result of changes in the business, or changes in the management or reporting requirements. Typically this is first visible as a potential Business Intelligence (BI) requirement. The need is to integrate all of the systems that surround the CRM system. From quote creation, to web store integration, systems proliferate to surround the CRM system. Requirements, not anticipated in the initial CRM project create additional customer data silos. Left unchecked these will ultimately undermine the “single view of the customer” CRM seeks to deliver.
The Collier Pickard approach to addressing CRM Issues in this category has lead to some interesting CRM development projects. Our case studies show how we have worked with clients and technologies to deliver solutions.
I started by saying that there were no simple answers to addressing the common CRM issues in business that we have identified. Perhaps it is worth remembering that “prevention is better than cure”.
Paul Pitman is a Solutions Architect at Collier Pickard.
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