How to Plan a CRM Project - CRM strategy planning advice from a UK consultancy partner

Summary

This video provides a comprehensive guide to preparing for a successful CRM implementation. It covers key steps such as understanding your business requirements, defining the scope, selecting the right CRM system, and addressing risks, particularly user adoption. Emphasis is placed on the importance of consulting users early in the process to ensure the system is user-friendly and effective. The video also highlights strategies to encourage user adoption and mitigate challenges, ensuring the project’s success. By following these 11 steps, businesses can significantly increase their chances of a smooth and successful CRM implementation.

Takeaways

• 😀 In CRM projects, success is primarily about people rather than technology.
• 😀 Identify risks early in the process and develop a strategy to mitigate them, focusing on potential issues that could harm the project's success.
• 😀 User adoption is one of the biggest challenges in CRM projects; it accounts for 47% of CRM project pain.
• 😀 Simplify the system design to enhance user adoption and consult with users to ensure the system meets their needs.
• 😀 Mandatory fields and clear data entry guidelines help reduce the risk of inconsistent or bad data in CRM systems.
• 😀 Ensuring that the CRM system's benefits are well-communicated before go-live and providing incentives can improve user motivation.
• 😀 Involve users throughout the project lifecycle, from early consultation to user testing, to reduce fear of change and increase adoption.
• 😀 Achieving board-level support for CRM is crucial for success, making sure executives are on board with the system.
• 😀 Creating 'super users' in each department can foster CRM knowledge and support across the organization.
• 😀 Training should be role-specific rather than generic, with multiple training sessions tailored to different users' needs.
• 😀 A documented plan for user adoption, along with assigning responsibility for it, helps maximize the likelihood of CRM project success.

Q & A

What is the main goal of the 11 steps outlined in the CRM implementation process?

The main goal of the 11 steps is to prepare effectively for a new CRM implementation by managing risks, ensuring user adoption, and addressing potential challenges before the system goes live.

How should a business assess risks during a CRM project?

A business should identify all possible risks, evaluate their potential impact, and develop strategies to either mitigate or reduce the likelihood of these risks occurring. Each risk should have a corresponding strategy to address it.

Why is user adoption considered a major risk in CRM projects?

User adoption is considered a major risk because low adoption can undermine the success of the CRM project. Many CRM implementations fail due to users not embracing the system, which leads to ineffective use of the tool and poor project outcomes.

What is one example of a risk that could affect CRM implementation, and how can it be mitigated?

One risk is that the CRM system design might be too complicated, leading to low user adoption. This can be mitigated by keeping the design simple, consulting users for feedback, and ensuring the system is easy to use.

What strategies can be used to encourage user adoption during a CRM project?

To encourage user adoption, businesses should involve users early in the process, consult them for feedback, ensure that the CRM meets their needs, provide incentives, and offer role-specific training.

What role does leadership play in the success of CRM user adoption?

Leadership plays a crucial role by supporting the CRM project, ensuring the system is seen as essential, and motivating employees to use it. Their involvement can significantly impact user adoption rates.

What is the importance of consulting users during CRM testing?

Consulting users during testing ensures that the system meets their needs and expectations. It helps identify potential issues before the system goes live, which can improve user experience and adoption.

What should a training plan for CRM implementation include?

A training plan should include role-specific training sessions, ensuring that users are equipped with the necessary skills to use the CRM effectively. It should also offer more than just generic training to address the specific needs of each user group.

How can a company ensure data entry in a CRM system is accurate?

To ensure accurate data entry, a company can make certain fields mandatory, create a clear data entry manual, and regularly review the data to identify and correct any inconsistencies.

Why is it important to have super users in a CRM implementation?

Super users are important because they act as experts within each department, providing support and guidance to other users. This ensures smoother implementation and helps solve issues more efficiently, promoting higher adoption across the organization.