The introduction of a CRM system is primarily aimed at structured handling of data and improved processing of customer projects. Nevertheless, many companies view the implementation of such software as a pure IT project rather than a holistic corporate strategy. We uncover the biggest hurdles in a CRM implementation and help you to overcome them.
1) Unclear orientation
One of the biggest obstacles when introducing a CRM system is a lack of target definition. Companies often decide to bring CRM software into the company before they are actually aware of what they want to achieve with the system. But this is precisely the crucial point when choosing the right CRM system – without a clear objective, you will find it very difficult to decide on a provider. We therefore advise you to think about what the software needs to be able to do and which work processes you want to improve before installing it. It is also best to seek advice from your employees, as they know best what everyday business life looks like and where there is potential for improvement. To ensure that all company functions are taken into account, put together a cross-departmental team and define clear and measurable goals for each department.
2) Integration problems
Many large implementations require subsequent adaptation of the application. It is therefore unrealistic to expect the CRM software to correlate with existing business processes straight away. Only after CRM software has been introduced can the necessary adjustments be made. One tip to at least avoid serious integration problems is to draw up an implementation plan. It is better to integrate the functions of your CRM system step by step and always focus on the current application.
3) No long-term strategy
CRM software only serves to support your entire customer relationship process. However, many companies are not aware of this and rely on the fact that all processes will be improved once the software has been introduced. However, this is not the case if you do not define clear job roles and responsibilities from the outset. To avoid the mistake of a lack of strategic orientation, clearly define the tasks and functions of each individual employee in the software before implementing the CRM system. And this brings you back to point 1 in our list. After all, responsibilities can only be allocated if you know your goals and how the system should support your employees in their activities. In addition, a team responsible for the implementation itself should also be appointed to continuously monitor the success of the implementation.
4) Incomplete data
The basis of every successful CRM system is the data entered and its accuracy. Incomplete, inaccurate and outdated information therefore represents a further hurdle during implementation. No CRM system will deliver the expected success if the software contains incorrect figures or data or has spelling mistakes. In addition, some developments and internet services are placing new demands on CRM systems – because thanks to the digital age, customer touchpoints have multiplied in recent years and more and more people are disclosing data and information about themselves via different channels. If data is automatically transferred to the CRM system, you have less effort, but you should still check it regularly for accuracy. Incomplete data not only creates additional work for your employees, but also additional costs. For example, marketing mailings to incorrect email addresses or, more embarrassingly, to incorrectly addressed persons.
5) Lack of employee consent
Many employees are reluctant as soon as a major change is imminent. A mistake could therefore be made when implementing your CRM system if you do not convince your employees enough of the benefits of CRM software. Communicate the benefits clearly and strengthen your employees’ trust in the selected system. Create enthusiasm on the employee side by clearly demonstrating what their work currently looks like and how this will improve in the future through the use of a CRM system. Because if you have the employees on your side, the entire integration process will also be considerably simplified.
6) Lack of accountability
It’s not just employees who need to be convinced of the system, full approval is also required at management level. And this is where a mistake often creeps in. This is because there is often a lack of willingness on the part of top management in companies to take responsibility for implementation. But if managers turn away from the CRM system, how can employees be convinced? Our tip is therefore to clearly define the manager responsible for the integration. Ideally, this person should have knowledge of all business processes as well as IT. In addition, top management in particular should set an example in dealing with the new CRM system and communicate to employees that only this system is accepted for the storage of all data.
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