However, one question kept coming up as I was pondering this: Would organizations be more successful when deploying CRM systems if they separated their goals or expected benefits from the CRM tool itself? CRM is just a tool – the drill if you will. Managers don’t want or care about another tool. They care about the benefits or results of using that tool – the hole – more customers, better customer retention and more transactions with customers.
So the objective should not be to get really good at using CRM, but rather how to measure if we are meeting our expectations when using a CRM system. How well are we achieving the benefits of the hole?
Working from this mindset puts a completely different spin on how a company deploys a CRM system. First, as I just mentioned, you should have measurable expectations for why a CRM system is needed. “We need more or better holes and faster”.
This mindset will help you plan the deployment of CRM, developing phases for how your team will master their use of the tool to achieve the goal. Your goal, needing more holes, is never going away. If by some chance you acquire all the customers you’d ever want, you would still need to adjust the goal to be successful -- in this case, you might shift focus towards having better, more profitable customers. A CRM effort is a never-ending journey rather than a one-stop destination. (Tweet this)
As with any journey, you will have mile-markers for how far you have traveled, and how far you wish to go the next day. Let’s recognize that these reference points are measurements. How about applying ways of measuring the effectiveness of staying the course, and how you are progressing towards getting more of those better customers? Do you think a CRM system can help with that?
The criticism of CRM is often around user acceptance. Organizations often put a drill in everyone’s hand and then tell everyone to go throughout the land and drill holes. Correcting the root cause of user acceptance issues can be found by thinking through some of the following questions:
- Do the users all agree on what a good hole looks like?
- What shape, depth, angle or size?
- Is the drill too heavy for some to hold?
- Is it a manual drill rather than an electric drill?
- Is there electric around where the hole should be placed?
- And finally how, as a manager, do you know that everyone in the organization has the same answer for each of these questions?
Perhaps there is a need for a phased plan and a way of measuring your progress on this never-ending journey. A well-oiled CRM system gets you the hole and provides the measurements needed to be effective.
I would be happy to have a conversation regarding the desired hole you are trying to make and what approach to using tools might work best.
You can sign up for a Free Sales and Marketing Assessment at: infogrow.us/assessment-90 or give me a call anytime at - 330-929-1353 ext. 224