When a Good CRM Goes Bad

CRM applications have the potential to maximizing and optimizing nearly every aspect of your business. In short, CRM can drive bottom-line results while improving productivity and sales. But what happens when your CRM fails to produce the results everyone expects from CRM? What went wrong? Why isn't your CRM living up to its potential?

CRM depends upon two factors to enable its success. If either factor is missing or not fully present, then CRM will not live up to your expectations. These two critical factors form the foundation of CRM.

The first factor we will examine is infrastructure. Infrastructure is all of the computers, servers, and physical hardware that are used to connect your computers into a network. It doesn't matter if the network is small or large, if the infrastructure doesn't meet the requirements of the CRM then one of the required elements of your CRM foundation does not exist and your CRM will fail you. The requirements (and cost) of CRM varies greatly. It is important to involve an Information Technology (IT) person that you trust as well as understands your business and constraints. Any computer geek can recommend installing a multi-million dollar system, but a trusted consultant, employee, or partner that understands your business and infrastructure is essential to the successful outcome of your CRM. Additionally the IT person can also assist to ensure your CRM implementation is configured correctly and aligned to your business needs, providing you with a clear roadmap of future CRM enhancements and infrastructure upgrades necessary to support your future growth.

The second factor essential to your success with CRM is buy-in. Buy-in is defined as the commitment of interested or affected people to a decision that agrees to give their support, often by having been involved in the decision making process. Making sure you involve everyone that will be part of your CRM team is essential; you will be depending upon them to use the system correctly and regularly. If your people are not committed to using your CRM, then your ability to us your CRM as a valuable business tool is hindered before you even begin. After all, they are on the front line every day and closest to your customers and understand why your customers make their purchases. However, ensuring your people understand your limitations and constraints when involving them in your CRM process will help to ensure the process is accomplished in a timely and cost-effective manner. Needless to say, without buy-in from everyone involved your CRM will fail you.

There you have the two most critical components to your CRM foundation. However, it is important to note that nothing remains static. After all, wasn't the purpose of implementing a CRM to grow and optimize your business? It is also just as important to periodically validate your infrastructure as well as refreshing the buy-in from the people using your CRM to ensure your people and CRM are in sync with your business.

When the foundation of your CRM is solid, your CRM grows with your business.

I encourage you to sign up for a Free Web Demo by going to www.cxmcrm.com today!