We invest a lot into our CRM implementation in the form of time, money and human resources.
If it’s not working, it costs us more in the form of morale and damaged customer relationships. According to Gartner Group, a research and advisory firm, 55% of all CRM projects fail to produce the desired results.
If you’re in that 55%, what do you do? You get to the root causes and turn this ship around.
Let’s work together to steer our business out of the stormy sea and into calm waters. Here, we look at the 3 top reasons for CRM implementation failure.
1. Bad Data
This can actually take on two undesirable forms. It can be the data itself that is bad, or the interpretation of that data.
In either case employees:
- Can’t trust the system
- Create workarounds
- Ridicule the system
- Share their ridicule with those being onboarded
- Stop using the system
To your customers you seem:
- Poorly focused on their needs and desires
To make matters worse, you’re wasting time and money chasing the proverbial rabbit down holes.
Instead, you could be applying that data to solve problems and improve customer relationships.
Assign ownership to someone. Someone should be responsible for:
- Overseeing the implementation
- Determining how data is collected
- What data is collected
- How data is used
- Whether data is reliable and valid
Solution # 2
Management from top tier down to front line supervisor must invest in proper training. This should be related to both inputting data and interpreting it.
2. Ignoring the End User
Sometimes as business leaders, you implement a new “fancy” software and think it will solve all your problems. But software is only as good as its ability to engage the end user — employees.
This can apply both to the software’s user interface, over which you might have limited control aside from choosing software. But it also applies to how you integrate the software into your business’ inner-workings. That includes within each department and among each person.
Integrate CRM into your culture through:
- Clear ownership to ensure accurate and valid data
- Aligning employee objectives and reviews with CRM
- Promoting the benefits of using a CRM throughout the organization
Customize CRM so that it’s a great fit in your organization. No out of the box software can perfectly align with your business goals and objectives.
3. Poorly Aligning Goals
During CRM implementation, you’ll discover that you have access to data you’ve never had before.
This newfound power can seem overwhelming. You may discover that you have new goals we never imagined before. This can lead to CRM implementation failure.
Be clear on your goals and strategies first. CRM should help you achieve goals with customer relationships, rather than opening up a whole new set of goals.
As you develop a clearer understanding of your CRMs capabilities, adding objectives and goals to your existing ones makes sense. But overextending yourself early can lead to failure.
CRM Implementation Success
Bad data, ignoring the end user, and setting unrealistic goals can lead to implementation failure. To learn more about successful implementation, contact us today.