In my last article, I gave you tips on how to structure your working day. These tips were about things that you can do as an individual. This time, I will focus on organizational structures.
Regardless of whether you have already chosen a CRM provider or not, it is a good idea to prepare for the organizational challenges you will face:
Which resources are included?
Is it necessary to carry out organizational changes?
What goals and advantages do you expect to receive through the use of a CRM system?
Do you prefer a cloud or server solution?
When you implement a new IT system, the entire organization needs to be customized. It should be a combination of a set of official policies and personal engagement. A good project leader is indispensable and success is based primarily on good internal communication. A CRM system is not just a technology, it is a strategy and philosophy.
Here are 7 tips for things to consider when implementing a CRM system:
1. Anchoring in top management
It may sound obvious that a project that involves all parts of an organization needs top management involvement, but to build and inspire credibility, top management is crucial. They drive the opinion and culture of an organization and their early adaptation has synergy effects throughout the organization. So include them!
2. Project Manager
When you implement a new CRM system, the most important person is the one who takes overall charge and has the authority to complete the project. The chosen person should drive the project forward so that the stages are completed and the goals achieved. It does not have to be management, but someone with enthusiasm, passion and attention to detail.
3. Super user
A super user or CRM manager is not the same as a project manager. It is the person in your organization who has been appointed as the super user of your new system. He or she loves the new system and wants to learn everything about it. If other employees have a problem or need support, the superuser is the internal contact, the "omniscient". The super user often serves as the contact person of the provider and is the first to receive information about new versions, etc., for example.
4. Launch with a BANG!
The mantra for estate agents is location - location - location. For the project manager it should be Motivation - Motivation - Motivation! Sell it!
Internal marketing is sometimes underestimated, but when a new CRM system is introduced, you have to make it tasty to your colleagues. Create a cool article on your intranet, a poster, a special introductory T-shirt, an introductory party, etc. It does not necessarily have to cost a lot of money, but something to highlight the launch and generate enthusiasm. But unfortunately you can not rest on your laurels, because now you start to take influence. Go around and ask people how it works and if you can help them.
5. Internal guidelines
As mentioned earlier in other articles on this page , a CRM system is only as good as the data it is filled with. It is important that some common guidelines be introduced. For example, how to enter new company data or to register a sale. If Trine, Steven, and Marie all register their sales in the CRM system, but Michael does not, it is difficult for the sales manager to gather accurate sales statistics and coach his sales team. It's also difficult for Michael to track the sales team's pipeline.
The guidelines should be written down and published on your intranet, for example.
6. Training
We are all different; Some people enjoy the new system and start using it directly. Others, in turn, are skeptical of a new way of working. The project leader should develop strategies to deal with both user groups. You can choose training from the provider, or the internal super user you have appointed can take over the training in your office. You should also get an introduction to your CRM system in the internal employee training program. New employees will be on the right path right from the start.
7. Strategy
As mentioned earlier, CRM is not just a technology, it is also a philosophy.
When you implement a CRM system, all routines in your organization need to be reconsidered and all employees must change their work habits. This poses a challenge and requires a strategy to handle negative attitudes at every level. Besides the fact that a lot has been written about CRM in the last 10 years, which makes it clear that from the individual vendor perspective on a 360 degree point of view, many people still consider CRM only as a sales tool.
You may encounter attitudes such as "we work in a different way in finance and do not need a CRM system" or "I have all my emails in Outlook stored in folders so I know exactly how to find them". Prepare for it!
I can give you a lot of good reasons for implementing a CRM system, but the # 1 argument in my book is that the company owns your production at one workstation and a CRM system ensures that all documentation is in a common database saved belonging to this company.
