Pitfalls when starting a CRM project...

In my experience, there are a number of things that spell the making of an unsuccesful CRM (Customer Relationship Management) project. If you spot one or more of the following tell tale signs, nip it in the bud quick to avoid CRM failure:

1. No Clear Objective

Sometimes companies will embark on a CRM project without identifying what their main objective is. This has many pitfalls some of which include;

• Drag - no one knows when the project is finished, because no clear goals have been set
• Expense - CRM companies keep implementing change requests because the project creeps and goes beyond their original remit
• Unmeasured - as no clear objectives were set, the project manager at the 'end' of the project cannot inform the management team that the project was a success or not
• Miscommunication - as there is no clear aim or direction, it is impossible to communicate with the rest of the organisation and staff learning how to use the new system what they are trying to achieve

2. It can do this, and this and we can use it for this...

Sometimes all the functionality that is available in a new system can spark the imagination and it is tempting to start implementing too many things at once. As a consequence, lots of the system is used by a few very IT literate people and the rest of the organisation don't know how to use it properly and often become dispondent or even want to sabotage the new system and remain using their old, reliable systems. Thus, a split in the company and two systems that don't work properly instead of one.

3. CRM is a magic sales tool

This of course is not true, but some people often think that by investing in a new CRM system that all their sales issues will be resolved. CRM is a tool to improve, support and promote best sales practise. However, if the system is not used or used badly, you'll still have the same problems that you did before spending all that money!

4. It's not my job

CRM systems are contact databases with integrated, sales, marketing, customer service and management tools. All databases and IT systems need someone who looks after that database and ideally champions it's use. All the best CRM projects have a person who usually has used CRM in a previuos job, loves it and wants to share that knowledge with their new organisation. Sometimes a manager, will see a major flaw in their existing practises that they think CRM can help to resolve. These are CRM champions, without these people, encouraging and supporting users, often means that the CRM project will be a failure.

5. I don't have to use it

Without backup from the management team, inevitably CRM projects fail. If people don't have to fill something in, they won't.

6. Change

Implementing a successful CRM system take time. With time comes change, when your business changes your CRM system should also change to support this. What you also need to ensure is that people are using the system and that it is meeting your objectives. Therefore regular, monitoring and review meetings need to take place and any subsequent changes implemented.

On a happier note, I have also written some Top Tips on Successful CRM Projects, take a look, I hope it helps to make your project a great success. If you would like any help, advice or support on choosing the right CRM system for your business, please drop me an email helen_coldicott@hotmail.com or look at my website www.helencoldicottfreelancetraining.com . We don't just offer CRM training but help and advice on implementing successful CRM systems.