Customer relationship management (CRM) is one of the most important tools a company can use to remain viable. CRM is exactly what it sounds like, a system that manages customers, and a tool used to track everything you do that relates to your customers. Given that definition, how does a firm go about implementing a new CRM system that will maximize the information it has about its customers? This is the big question that my company had to answer during the past year. We decided to go to a completely new CRM system and replace our current one, which wasn't giving us the functionality we desired. Not surprisingly, this has been a long process with many considerations. Following are seven steps that can help any company find and implement not just a new CRM system, but the right system. 1. Decide what you want from a CRM system.CRM is not exclusively a sales tool; it is a tool that everyone in your company will use to track customer information. The best approach to kicking off the search, therefore, is to assemble a cross-section of all company staff that will use this system and determine what capabilities they need. Your goal here is to get as many suggestions as possible from this diverse group. You ultimately want to have as deep and broad a list of needs as possible, along with requirements that will help separate the CRM systems that you will be considering. Then prioritize these needs based on their importance. This will go a long way when you need to decide on that one CRM system that you will implement. Another benefit to performing this step is that you likely will find it easier to get team buy-in on the system you ultimately choose. This is because the individuals and departments most vested in that choice have already told you what to look for. 2. Research various systems and determine the pros and cons.Based on the input and needs you have gathered, start looking at systems, and eliminate the ones that don't meet your highest priorities. Don't worry about making the final decision here, but make sure to be strict with your comparison of each system's pros and cons. By sticking to your priorities, you find that two or three CRM systems that fit your needs naturally emerge as finalists. 3. Get referrals from users of each system under consideration.Now is the time to talk to the companies that have practical experience using the two or three CRM systems you are still considering. Engaging these outside referrals as much as possible will help you make a more informed decision in the long run. These referrals—people who have chosen, implemented, trained on, and used these systems daily—will yield essential information. Consult your list of needs during these conversations, and don’t be afraid to ask very detailed questions that focus on your leading priorities. Even if they are not in your industry, these referrals can give you solid information and helpful perspective. Also, make sure to ask these users what they do not like about their particular CRM system. A major benefit to obtaining the honest opinion of an outside user is that you will not get a sales pitch. These companies and individuals have no vested interest in which system you choose and should be honest with you about their experiences. 4. Decide on a CRM system, and develop a CRM team.With your needs assessment and referrals gathered, decide on the CRM system that fits your priorities and will get staff buy-in. Then, it is important to turn the project over to a CRM team and let them finish the process. By creating a smaller CRM team, you streamline the process and remove unnecessary bureaucracy. Your CRM team should include a technical member who will do the installation and setup of your system. You also will need a person who understands your company’s processes and procedures and will be a main user. This person will customize the system to meet the specific business needs of your company. This gives you a small group of decision makers that can speak on behalf of your company’s departments and their needs. Depending on the size and complexity of your company, your CRM team may need additional members. If this is the case, ensure you include representatives from all relevant areas of your company who can advocate for the specific needs of their departments. 5. Customize and develop the system to meet your company's needs.This stage of the process will be the most time-consuming and intense because the CRM team will be developing the system for the entire company. Do not rush this step. Give the team the time and space to complete it correctly. The team must continue to keep the list of priorities in mind during this stage. At the same time, on behalf of the users, the team will need to think about how to make the system as simple and straightforward as possible. The goal of this step is to create a system that will be easy to implement and learn. The team needs to design the system to capture customer information accurately and to manipulate it efficiently. 6. Develop and implement a training program.During the customization and development stage, the CRM team will become the experts on the new system and will know how it works from the most basic of levels. Transferring this knowledge is essential to the entire process; therefore, the team’s next task will be to develop and implement a training program. Employees with a good understanding of the application will be more apt to use the new system and use it correctly to the benefit of the entire company. Also, such training gives you a chance to reaffirm your company’s processes and procedures, so be sure to incorporate those topics into your CRM system training. If possible, a degree of individual training is highly recommended. This will allow team members to ask questions relevant to their job functions and will help facilitate their learning process. Whatever method you choose to train employees, make sure they are all on the same page when you decide to switch to the new system. Establish a solid date to complete the training so that everyone understands when they need to be ready. 7. Roll out, review, and improve your system.After the new CRM system is in place and everyone has been trained, it's time to start using the system. After a few weeks of use, a review of the system is in order. Is everyone using it correctly? Is it as functional as desired? What changes can you make to improve the system? This last step may be the hardest because some employees may resist the change, the training may not have been effective, or the system may need to be improved to meet employee needs. Whatever the case, do a review periodically and make improvements based on user feedback. This review will provide you with insight into ways you continuously can strengthen your CRM system and enhance its functionality. Customers in today's world want to work with companies that go the extra mile in the services they offer. A strong and functional CRM system used by the entire company is a great step in the right direction. Remember, customer relationship management is a total company function and not just a sales tool. From the top of your organization to the bottom, everyone needs to be on the same page. Follow these steps, pay close attention to the details, and your new CRM system will help all facets of your company. Eric Hunt is the director of member services at Boomer Consulting, Inc. His experience with Boomer includes writing for industry publications, developing the sales processes for the organization, and staying in constant communication with clients. He can be reached at erich@boomer.com.
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