CRM implementation – 5 common mistakes made

Mistake 1: Incorrect assumptions or lack thereof when implementing a CRM system

The vast majority of managers have heard of the SMART method in defining the goals of a given project. Unfortunately, this scheme is not always or everywhere applied, of which the implementation of any new IT tool is a perfect example. The very terms “we want to have more turnover,” “we care about keeping customers with us,” or “we need to improve productivity” are too vague. When implementing a CRM system, remember to define and evaluate this activity just like any group project. The issue should be approached holistically, not just from the perspective of a boss expecting to maximize profit. It’s worth putting yourself in the shoes of a sales staff member who is expected to gain a valuable tool after the introduction of a CRM system. What tools will actually prove useful? What will make project management more efficient, easier, clearer? Once you’ve answered these questions, remember that CRM is meant to maintain and improve customer relationships. Look at the whole process through the eyes of your contractors – what will they actually gain after the implementation phase?

Mistake 2: Lack of discernment in the CRM systems market.

We’ll use an analogy here, much more life-like than choosing an IT tool. Suppose you need an aftermarket passenger car for your family. Are you willing to risk so much to buy a car without getting behind the wheel, let alone firing up the engine or taking a test drive? We’re sure you’re not, which is why you shouldn’t choose the first better CRM. Before you decide to buy a license or subscription from a CRM provider, take advantage of the testing period. Testing the system will allow you to understand all the mechanics, discern the environment and the tools offered by a given vendor. After all, the trick is not to pay for the most expensive subscription and use less than half of the available solutions. The trick is to choose those functionalities of the system that will allow you to get maximum benefits and make a real impact on your organization. When comparing offers, keep your budget in mind and don’t overpay for new features that your employees won’t use anyway. It’s worth sticking to the rule that more expensive doesn’t always mean better. Calculate coldly, taking into account your company’s needs and what kind of work environment you want to provide for your employees.

Mistake 3: Trying to align the company with the CRM system and its tools

This mistake, so to speak, is a consequence of misplaced priorities and buying CRM software blind. Instead of reviewing the offers and fully configuring the functionalities of the CRM system, it often turns out that the chosen model offers more than is needed. And at this point management – instead of treating CRM as a support – centralizes the tool as the main axis of internal processes. The bosses decide to completely reorganize the business processes, as a result of which the employees have to make a number of changes in sales and customer service. This is a completely illogical decision that not only disrupts the company’s operations, but also raises the potential risk of not using the potential of the CRM program. It can also lead to discouraged employees, reduced productivity and a lack of commitment from the team over the course of several weeks. An additional problem will arise when one of the current solutions requires an in-house infrastructure. This, in turn, is a simple way to generate more and more costs.

Mistake 4: Failure to coordinate the implementation process with the entire company

A rather popular mistake is to entrust the implementation and configuration of a CRM system solely to the IT department. Indeed, IT people are needed if only to act as system administrator. But this should not be the priority of decision-makers. Management forgets that the change affects the entire company, and that the users of the system will primarily be the sales and complaints departments. When introducing a new CRM system, it is necessary to include the final recipients in the tests and collect feedback from them. Is the overall system simple enough? Which tools are actually useful, and which ones act as an unnecessary add-on or “obstructionist”? Are there CRM solutions that employees need, and which are not included in the new system? Disregarding the opinions of employees or putting them before the fact will give rise to serious consequences. The company will overpay for functionalities it does not use, and employees will show a lack of commitment to their assigned tasks. It may turn out that sales departments will demand a return to the old work system, making CRM a dead idea.

Mistake 5: Lack of feedback during implementation project management

When discussing the first of the mistakes, we suggested treating CRM implementation as a project. Thus, it is necessary to dissect the purpose of the implementation, establish milestones and define methods to detect errors and irregularities in the implementation. Training on the new system alone is not enough – feedback from employees is necessary for CRM to function properly in the company. Why? First and foremost, to make sure that each person sees your vision and understanding of the needs for change. Next: to make sure your employees are proficient in navigating the modern system. Keep in mind that what looks simple and intuitive enough for us, may cause problems for others. Finally – that the employees, after some time, determine whether the modern CRM system helps them to build relationships with customers and whether the results of the work satisfy them. Only then can you, as a CEO, manager or supervisor, expect employees to be able to take responsibility for the results of activities. An employee survey is enough to see if the software you introduced actually brought benefits.

Summary: The most common mistakes made when implementing CRM

Every improvement and investment serves the purpose of enabling the company to grow and become more competitive in the market. Therefore, it is worth betting on digitalization and implementing CRM software in your company, as it has great development potential. The benefits you will notice after the first few days are improved organization and internal communication, easier management of customer relations and improved quality of the sales process. However, if you make mistakes when implementing CRM, you may experience some difficulties. Beware of the pitfalls of a hasty purchase, the “curse of knowledge” and failure to consult decisions with employees who will use the system. Otherwise, the implementation of some CRM systems will prove to be a lengthy and expensive process. Don’t be afraid to use technical support, ask questions during the trial period. As the SalesWizard team, we will be happy to facilitate the entire process, so that less work is required to understand the tool on your own. Feel free to enlist the help of our staff to make your company’s CRM implementation simple and smooth.