5 pitfalls to CRM success and how to overcome them

Lack of Guidance

When implementing a CRM, there needs to be a mutually agreed upon goals in place. A CRM initiative without goals will collapse.

The business owner must start by crafting a valid business case for CRM before looking into CRM solutions. One can also assemble multiple teams to determine specific, measurable goals for the initiative. Areas to consider can include automating processes that will improve user productivity and boost customer satisfaction, streamlining marketing and sales processes, giving customer-facing employees access to a 360-degree view of customer details, etc.

Integration Concerns

There are no applications which can solve all integration problems. Most customers expect integration to happen like plugging a light fixture into a socket and flipping a switch, when in fact it is an evolutionary process. With an integrated system there are always inconsistencies between the separate applications. It is always advisable to consider what is important or the need of the hour than planning to merge and include everything that can possibly fit in.

No Long-Term Strategy

CRM is a business process change, often supported by technology. Many business leaders don’t align their business processes to meet specific goals. Factors like job roles and responsibilities, accountability, and incentives are required for CRM to succeed.

For a long-term business process change to be effective, have members of the CRM implementation team spend time in the field to determine how the CRM Software will help employees.

Dirty Data

An often-overlooked factor is dirty data, or inaccurate and old information. Data is the lifeblood of a CRM system, and incorrect numbers, spelling mistakes, and outdated contact information can infect the system if it is left unchecked. It has become uncommon to have 25 to 40 percent data duplication rates. There are two main reasons for this, either the Customer touch points have multiplied, or the speed at which people enter the data has increased. Dirty data can not only cost a lot to companies, but it can severely hinder CRM adoption rates.

Lack of Employee Acceptance

It is quite natural to resist change. Many of the sales people may ask, for example, Why should we be forced to change our working habits, when those very habits helped us become so successful? On the other hand, poorer performers may fear the outcome of their managers having a closer window into their bad habits. Failure to convince these and other employees of the benefits of CRM often results in passive resistance and low employee-adoption rates.

Effectively communicating the benefits of CRM to users should strengthen their confidence in and comfort levels with the new system.

Having a project plan ready for CRM Implementation

CRM Implementation

The success of a CRM project greatly depends on the planning and strategy that has been done for the CRM implementation. The CRM Implementation project plan is like a road map connected to various activities of each department which must be clearly defined and understood to make it work.

This article can help you plan on the successful CRM implementation, so lets get started.

1. Detailed Analysis

Ensure to review your internal process. What are the steps involved from the initial contact of the customer to winning the deal? How does the contact get allocated and assigned? What are the most time consuming steps? What steps in the process can be automated? etc.

2. Current System

How are the quotations and invoices being generated? How does the team manage the documents? How are all the details recorded and where is it stored? If you were already using a different system, then what went wrong with it? This can help you have clear idea on what you can expect from your CRM system and how to implement the missing points.

3. Get the team involved

Talk to your team and understand the pain points of their work process and what can help them to improve their productivity. Understand which people are involved in what process and how this can be set in place when you have a CRM system.

4. The data migration

Understand the possibility of migrating your existing data into the system and also ensure to move away the junk data which is no longer needed so that once your CRM system is ready, your team can focus on the things that are needed to. The unnecessary administrative work need not be pushed again into the CRM.

Once you have the above points ready, chalk out a plan on the kick off dates. Each of the stage can have a time line associated based on the priorities for your process.

The CRM configuration is the base to get your CRM process into the execution. So it is important that you have the configuration plan ready based on the above points discussed. Altering the configuration after the system being rolled out can bring chaos to the entire plan and also to the team.

Remember not everything can happen in one day. Configuration is one side of the story. But the other side is when your team has to get involved, start understanding the system and get the CRM system rooted into their everyday process and only after certain period of time things would change and the process becomes much easier.

If you would like me to help you on the above plan or answer any questions on what is involved in a CRM implementation, then contact me at +91 95389 25641 . You can also send your email to info@maplecrm.com

Defining rules for CRM implementation

CRM software is as good as the information it contains. Let your CRM work for its purpose. Have a quick check on the profiles and leads. Are the records up to date and whether it has been filled up with accurate data?

Its the fact that the last push isn’t going to happen in a hurry. So have a preventive maintenance right before you conduct any mail campaign. Here are few of the tips noted below that could avoid incomplete, incorrect or out of date information in the CRM system.

– Decide on a procedure for deleting duplicate entries. Also, ensure a method for the staff to check the record before adding a new entry. E.g. If one your staff is using abbreviation like HCL and the other one adding a new entry as Hindustan Computer Limited which is the full form. A policy on ensuring consistency of input will help to avoid duplications in future.

– Set the date for updating details. If you want your staff to update the records by end of the day or at the time of each inquiry etc.

– Always have correct spellings of your client names. If your staff sends an email to the customer spelling his name incorrectly, it would make customer unhappy.

– Set up procedures on how to respond to customer emails and what details are to be added in the CRM software from that interaction.

– Keep a track on the backup of CRM software. Who is responsible to take it? In case of his absence who should be handling it and where is it stored?

– Are the backups safely in your staffs hand? This is an important step when it comes to data security. Make sure that other employees don’t have the access to the data backup.

– Train your staff on how useful it would be for business to have accurate data in the CRM system.

– Know who has the rights to the software system – who can create data entries, who can modify or delete the records?

– Have a team leader or manager to check on the leads and customer details that are handled by the staff.

These practices will turn the whole business process flow smoothly. When the CRM is used in a best way, it can bring lot of opportunities.

CRM Software Success

CRM is not just a tool to automate the business process, it is a strategy used to improve the business productivity. CRM is used to change the business practices and let people focus more on customer needs.

CRM includes capturing, managing and making use of the information that you have about the customer. CRM enables you to understand the customer requirements and study their buying habits. Thus helping in Sales and marketing to funnel in the most possible prospects. All the business functions of your organization can be handled by CRM. Like selling products, providing service to customers, managing marketing campaigns, billing the customer, collecting the money from customers, etc. all can be taken care through CRM.

With Customer Relationship Management, it is changing the way people do their work. That involves new processes and training. CRM software installation does not mean that the CRM implementation has been done and now the business will run smoothly. Installation of the software may happen fast but it is difficult to know how long will it take for the overall culture change of the organization. The main concept here is the change that is involved and how people are going to adopt the new CRM culture.

Always have a defined goal planned and set the CRM implementation strategy carefully. Train your people to make them understand the business process change. Constantly show each of them how they will benefit from the changes using CRM. Also make sure that quality and accurate data is being added. Refine your process and set new goals and keep your employees informed about how it is going to improve and find more benefits.

The impact of CRM usage is tremendous and organizations can make use of CRM for streamlining all business activities.


CRM Management.

CRM Management includes using of CRM software effectively so as to bring a productive environment. It begins with educating to employees about CRM. Every individual who would be working on CRM need to be trained on the CRM usage.

A dedicated person needs to be present who would be well aware of the whole CRM system and any other employee who has questions or need help could be redirected to this person who knows the system well.

During CRM implementation, the CRM vendors would have to provide sufficient CRM program trainings. It needs to be understood that the implementation of CRM involves immense changes and employees need to adapt themselves to it.

CRM gives business users a platform to perform business functions and analyse every level of the functionality. It is also necessary for employees to understand that CRM is not just a tool but a necessity for any business. Visit Maple CRM software to take advantage of CRM package options and to learn more about what features they offer.