The success of CRM is typically measured on its ability to make processes and people more efficient and deliver a planned return on investment in the short and longer terms. For this to happen CRM needs to be adopted across the organisation on a grand scale and for there to be a company-wide commitment to becoming truly client-centric.
Sounds simple – but if you look at published statistics you may be forgiven for thinking that the odds are stacked against you when implementing CRM. Historically CRM project failure rates have been most famously quoted by industry analysts, Gartner as being on a par with some of the largest ERP implementations.
Why is this?
Well we think it has a lot to do with the level of complexity involved in a project. Trying to do everything in one ‘big bang’ approach can cause ‘change shock’ which will alienate users and cause the project timescales to extend so far into the future that maintaining a sense of momentum is, in itself, a challenge.
In our experience we have found that a better outcome can be achieved by following these simple guidelines:
- Identify and prioritise core processes
- Work in an iterative and agile fashion
- Prioritise the user experience over everything else – they are the key to successful CRM
- Simplify the user experience by reducing screen clutter and providing only what is needed
By gaining small wins and moving on it’s possible to achieve your original objective, avoid chaos and keep the users on side. In this way user adoption will be maximised and project outcomes will be stacked in your favour.