Small Business Customer Relationship Management

Reasons To Implement CRM

January 10, 2008

Yesterday, I was asked by a business owner why a company should implement CRM.

The question itself is a good one, unfortunately it’s coming much too late for the business owner asking it; he had already bought a package and was knee deep into implementing it! And it was just dawning on him that they were aimless. What seemed like a good and exciting idea a few months ago has given way to wondering “what the hell am I doing here?”

Unfortunately, this scenario plays itself out far too often.

It all goes back to starting off on the right foot. This is exactly the reason I wrote CRM Street Smarts for the Busy Executive – How to get your CRM project started on the right foot.


19 Responses to “Reasons To Implement CRM”

  1. Bill Wallace on January 12th, 2008 3:00 am

    Totally agree Scott. CRM always sounds like a good idea at the time, until implementation starts. Then the only people smiling are the vendors!

  2. Jaishree on February 1st, 2008 5:53 am

    there are many CRM related project on web. but for a institute that is in a City not in multi city for that there is no ideas or project work.

  3. Joel on February 11th, 2008 6:10 pm

    Even though I work for a costly w.e.b.CRM company, I like that we visit with dealers to make sure their processes are in place and going smoothly on a quarterly program. (of coarse at an additional cost)

    All CRM software needs a key person to lead the process with backing from the top down. If you cannot get support from the top, to management, to sales, to sales people then you have a good chance of failure.

  4. Scott on February 12th, 2008 7:39 am

    Sounds like your CRM company is looking at the big picture which goes beyond the success of the sale and into the success of the implementation. It’s been too easy for CRM failures to fall at the feet of the companies who bought it and the Vendor Partners who implemented it.

    I agree–totally–that a CRM project MUST HAVE a key person leading it with the horsepower that comes from either them being a top exec or having the direct and public support of a top exec.

  5. Jeff on September 11th, 2008 4:46 pm

    I believe that it is 100% effective if there is 100% commitment. How can a you adopt something, expect it to succeed when it is only being used on 60-70% basis. Crap in, crap out. To many individuals do not realize the importance beyond their cubicle. The data is of no value to them, they live in the short term and are too concerned that it has too many fields to populate, takes too long, etc. Upper individuals within a company can appreciate the value and understanding of data.

  6. Gloria Rubaine on December 16th, 2008 8:50 am

    A lot of CRM programs are geared only to sales people in an organization, who are basically interested and driven by their next sale in order to keep their job. This leads to impatience and frustration with programs with too many fields and results in a basic lack of co-operation and dismissal of the program by the Sales staff. Sales is not always easy and CRM data input is also seen as too time consuming, when customer proposals, research and trouble shooting are looming over one’s head. Executives and CRM implementation managers become rather fierce in getting acceptance and co-operation using threats and non-compliance penalties such as holding back commissions, etc., and this also adds to failure. The sales person ultimately fills in about 10 fields with relevant information and if they are forced to fill many more, just puts in garbage. After all, the psychology of a sales person is to keep as many customers close to their chest.. You will also find that in many companies the Department heads and desk /operations people have limited access or do not know how to use the CRM and these are the people who work with the customers on a day to day basis. This has been a typical experience working for many years with some of the largest worldwide logistics companies.

  7. Intelestream Inc on July 23rd, 2010 5:19 pm

    Once you make the decision to implement, be sure your team is prepared for adoption. 100% usability is possible if you plan for it. Find out more in the whitepaper CRM User Adoption at Intelestream web page, whitepaper section.

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