Tuesday, August 25, 2009

The Missing Link to CRM Success

Customer Relationahip Management software has a very poor success rate. Numerous stories have been written about their failure to deliver on anticipated results.
I found a BLOG entry that describes 12 steps to a success CRM Implementation. The list of items is valid for most proojects of any type as well as CRM, but there is one missing element.


The first step says "Calculate the Value". This step is important, but it is not good enough as a statement. Having the value calculated will help you to justify the initiative, but it won't tell you how you will achieve the value. The typical problem is too much of a generalization. This is the source of failure from most software implementations.

Generalizations are made about how benefits will be achieved. Then after implementation, nobody understands why the value was not achieved. In some cases, it's because some activities were cut to reduce the costs of a project. These activities are the ones that provided the most benefits.

In order to prevent this, you must focus on the "HOW". How will the benefits be achieved? This means loking at the details of your operating processes, and showing how the software will be of benefit. Not only will this provide the definition of value, it will also show how the value will be delivered. The HOW will show up, not only in the business case, but in the activities of the project, and every member of the project and the operating team will be able to see it.

Cost problems will not cut the value, because in cutting out activities, you will automatically know what benefits you will be cutting.

To see the full list of other steps, see "

12 Steps to a Successful CRM Implementation".