The introduction of a CRM system is primarily aimed at structured handling of data and improved handling of customer projects. Nevertheless, many companies regard the implementation of such software as a pure IT project, rather than as 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 the lack of a target definition. Companies often decide to bring CRM software into the company before they are actually aware of what the system is intended to achieve. But that is exactly the crux of the matter when choosing the right CRM system - without a clear objective, it will be quite difficult for you to decide on a provider. We therefore advise you to think about what the software must be able to do and which work processes should be improved before installing it. It is best to also get advice from employees, because they know best what day-to-day 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 customization of the application. It is therefore unrealistic to expect that the CRM software will immediately correlate with existing business processes. Necessary adjustments can only be made after CRM software has been introduced. A tip to avoid at least serious integration problems is to create an implementation plan. Better You integrate the functions of your CRM system step by step and always concentrate 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 all processes being 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. In order to avoid the mistake of a lack of strategic alignment, before implementing the CRM system, clearly define which tasks and functions each individual employee will take on in the software. And this brings you back to point 1 in our list. Because responsibilities can only be distributed if you know your goals and how the system should support your employees in their activities. In addition, a responsible team should also be appointed for the introduction itself, which will continuously monitor the success of the implementation.
4.) Incomplete data
The basis of every successful CRM system is the data entered and its correctness. Incomplete, inaccurate and outdated information is another obstacle to implementation. No CRM system will bring the expected success if the software contains incorrect numbers or data or spelling mistakes. In addition, some developments and internet services place 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 on different channels. If data is automatically transferred to the CRM system, you have less effort, but you should still check it regularly to ensure that it is correct. Because incomplete data not only creates additional work for your employees, but also additional costs. For example, through marketing mailings to wrong e-mail addresses or, more embarrassingly, to wrongly addressed people.
5.) Lack of employee approval
Many employees resist as soon as a major change is pending. A mistake when implementing your CRM system could therefore occur if you do not convince your employees enough of the advantages of CRM software. Communicate the benefits very clearly and thus strengthen the trust of your employees in the selected system. Create enthusiasm on the part of the employees by clearly showing how their work currently looks like and how it 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 is also significantly simplified.
6.) Lack of accountability
Not only employees have to be convinced of the system, full approval is also required at management level. And this is where mistakes often creep in. Because there is often a lack of willingness on the part of top management in companies to take responsibility for implementation. But if executives turn away from the CRM system, how can employees then be convinced? Our tip is therefore a clear definition of the manager responsible for the integration. At best, this person has knowledge of all business processes as well as the IT area. In addition, top management should set an example in dealing with the new CRM system and convey to employees that only this system will be accepted for storing all data.
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