Failure of CRM: It’s no secret that implementing new business software is risky, and CRMs are no exception. Over a decade of research has shown that 30 to 60% of CRM projects fail. Knowing the risks will help you avoid making mistakes in deploying your own CRM. In this article, we’ve highlighted the 5 most common reasons CRM projects fail.
1. set goals and expectations that are too vague
The best CRM software can add value to many departments in your business. It’s okay to have high expectations, but when your CRM project is just getting started, a lack of focus can mean your project fails. Without clear and measurable goals, it is impossible to know if you have successfully implemented your new CRM.
2. involve end-users too late
The ultimate goal of a CRM project is to make life easier for your end-users. Yet a surprising number of companies do not engage end-users until they are ready to deploy the CRM solution.
If you wait until your system is up and running before engaging end-users, they will be more likely to resist change. Disengaged or dissatisfied users can jeopardize the deployment of your CRM. To avoid this you can:
- Choose users in each pole concerned within your company (by role, region, or department)
- Involve them in the selection and implementation process of the CRM solution.
“Engaging users in the development process and the changes that follow is essential,”
If your CRM is already deployed, don’t give up hope. People want to feel heard and to see that their opinion is taken into account. While it can be difficult to make changes after launch, it is essential to adapt to the feedback. If users think the system is too “heavy” or poorly built, they will see no reason to use it. Lack of user adoption is responsible for 70% failure of CRM.
3. lack of vision failure of CRM
Senior executives involved in the implementation process need to have a clear vision of what the business can achieve by adopting CRM. These executives are committed to making customer relationship management successful and thus providing ongoing guidance and guidance from the start, throughout CRM implementation, and beyond.
Read more: 9 Main advantages of Implementing CRM
4. Badly manage and anticipate data quality issues
Too many CRM projects suffer from “dirty data”, a problem that arises when you have duplicate, incomplete or erroneous data.
If users don’t trust the data in your CRM, they will be less likely to enter new information correctly, which will only make the problem worse. If left unchecked, poor data quality can undermine your entire business strategy (customer service, revenue forecasting, etc.).
Maintaining a “clean” database is no easy task. It takes effort from end-users, administrators, and managers. To get started on a healthy basis, here are some good practices to adopt today:
- Simplify the data entry process. How? ‘Or’ What? By limiting the number of clicks your users have to make to enter critical data.
- Define mandatory fields.
- Use validation rules to ensure data is entered correctly.
- Use conditional rendering to display only fields that are relevant to the user.
5. Be reluctant to involve your technical teams
It is essential to take into account the investments as well as the existing IT infrastructure. According to a Gartner study, three-quarters of all SaaS purchasing decisions are made by sales directors rather than IT managers, suggesting that IT departments are rarely included in the business management planning process. the customer relationship.
When business units acquire CRM systems without IT involvement, they are much more likely to experience integration, customization, support, and update issues. Even when your system is up and running, you will need to be careful to maintain the quality of your data over time.
In short, if your goals are clear and the users of your new system are fully engaged, you will be doing your best to get your business off the ground.
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