Mastering CRM system implementation

I’ve written about the fact that CRM isn’t just a system, but forms part of an overall strategy in a previous article, but there is no getting away from the fact that the system is an essential part of that strategy; whether customer data is held in a sophisticated tool like Salesforce Marketing Cloud or an Excel spreadsheet. CRM systems at the more complex end promise a wide of advantages, from enhancing operational efficiency to helping to create loyal customer relationships. The success of implementing a CRM system however doesn't depend solely on the choice of software but is highly dependent on understanding the needs of those who will be using it.

Why capture user requirements?

1. The risk that ‘one size fits none': An all-too-common oversight in CRM implementation is the assumption that one size fits all. The reality is very different; each organisation and even users in different departments has its own distinct operational processes, objectives, and sometimes even data points. Installing a CRM system without understanding the requirements of cross functional teams, can inadvertently lead to a system that fails to address the specific needs of distinct users. From campaign management to reporting, different departments will require different information that needs to be captured, in order to get universal buy in.

2. Enhancing user adoption: By actively involving team members in the early phases of CRM implementation, organisations ensure that the technology is met with enthusiasm and embraced by its users. This approach results in increased user adoption rates and helps to make sure the CRM system is used efficiently.

3. Time and cost saving: Gathering user requirements early on in the process of implementation will inevitably save both time and money. This strategic approach minimises the likelihood of late (and costly) customisations or post-implementation modifications.

Things to consider…

1. Early engagement: Engaging representatives from departments who have a vested interest in the data within the system at the outset, guarantees the system is tailor-made to accommodate the unique demands of each team.

2. Workshops: Workshops designed to collect insights from prospective users can be really helpful and create cross functional discussions to help identify all possible use cases, address existing challenges and identify future requirements. Mapping the customer journey can be a useful part of this process. Workshops can also help to create a sense of ownership amongst those involved. It’s also worth considering including people who may not directly use the system but may require either ad hoc or regular reports or data extracts in this process.

3. Have a clear set of objectives: The workshop should help to produce a clear set of measurable objectives for the CRM system, outlining what it should achieve, while making sure that they align with overall business objectives. For example, if the business has a clear objective to create more personalised communications, the CRM system will need to be set up to make sure it is capturing the data points required to achieve this.

4. Prioritisation: Not all user requirements are of equal importance, so prioritising these them with stakeholders, can help focus efforts and make sure that critical functionality is available on day 1 implementation and the less crucial functionality and ‘nice to haves’ are left until the later phases.

5. Ongoing communication: Keep communication channels open throughout the CRM implementation journey. Providing regular updates to users and soliciting their input where necessary is essential.

6. Training and support: Training and ongoing support to users is crucial. This will help to make sure that users are confident using the CRM system and will help make sure new users have access to training resources and remain engaged.

Conclusion

The success of CRM implementation is underpinned by the thorough gathering of user requirements. If done properly it really does help to fully embed the CRM system within the organisation, and result in enhanced efficiency, stronger customer relationships and improve the return on investment.

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