Ignoring User Needs | "Avoiding Big Brother Syndrome"
Customer Relationship Management (CRM) strategies are more likely to fail if compelling reasons for adoption aren't provided to all users. For example, most sales people believe CRM is "big brother software" instead of a solution to help maximize their selling time. Proper CRM strategic planning and design should provide obvious and clear value to both management (enable better decision making) AND the end users (be more efficient and effective).
Thinking Implementation Means "Done" | "When Does Done Mean Done?"
Many CRM projects that fail are driven by a "load the software, train the users, and we are done" mentality, which severely limits chances for success. This approach ignores the potential for users to revert back to past practices. Successful CRM takes a comprehensive approach that promotes user adoption, best practices, and continuous improvement.
- Using the Wrong Sequence | "Cart (Software) Before the Horse (Business Value)"
Selecting a software package first will lead most CRM projects right to failure. Likewise, defining processes and functionality before aligning with the strategic drivers and measurements will also lower success rates. The proper sequencing of business strategy alignment, process standardization, requirements definition and tool selection is a key factor in determining success.
- Neglecting to Define Metrics | "What Gets Measured Gets Done"
This philosophy applies to management of sales (close ratios), marketing (campaign ROI), and customer service (resolution efficiency). Without an accurate compass projects can drift. Properly tied to business drivers, metrics are the necessary feedback component that drives improvement.
- Lacking Scope Control | "Eating the Elephant All at Once"
Well-intentioned projects can go awry with trying to take on the world or focusing too narrowly on a small piece of functionality. Use of proven Project Management techniques for effective scope, stakeholder, and resource management will increase the odds of success.
5 Biggest CRM Mistakes
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