For all the technical issues involved in choosing and installing customer relationship management (CRM) software, perhaps the biggest implementation challenge is getting the workforce to adopt and properly use the new system. Rolling out new CRM applications with a limited pilot program can help ease adoption, while also lowering the up-front cost barrier.

Reasons for CRM Application Pilot Programs

There are several reasons why a pilot program can help make CRM implementation a success:

• Getting started with intensive training. As a practical matter, it is likely to be impossible to subject the entire workforce to intensive training. Training resources may be limited and available for only a specified period of time, and few companies can afford to idle their entire workforce long enough for intensive training sessions. However, without properly-trained users, it is impossible for a system to gain any traction within a company. A pilot program, where a cross-section of employees is singled out for intensive training, can help solve this dilemma
• Working out the bugs with a controlled sample. Once users get involved, any installation hiccups are bound to be revealed. Working those out with a controlled sample is less disruptive than putting the entire workforce through a trial-and-error process
• Getting opinion leaders on board. Every company has vocal opinion leaders who can sway the attitudes of the broader workforce. Involving opinion leaders in a pilot program helps to get them behind the CRM software and its implementation
• Creating peer group trainers. As mentioned above, training resources are likely to be limited, but as soon as part of the workforce gets involved, it creates trained employees who can help get their peers up to speed when the time comes
• Easing initial costs. A pilot program can also lower the initial cost barrier of obtaining CRM software by creating the framework for a phased roll out

Elements of a CRM Application Pilot Program

The following are some elements that help make a CRM pilot program a success:

• Identifying the initial focus group. Choosing the initial focus group is key. Opinion leaders should be targeted, as long as they are constructive about new initiatives. Selecting people who are reasonably computer literate is also crucial--the project should not rest in the hands of people who are generally below-average systems users
• Involving the initial group in the decision process. As a practical matter, involving should be limited to giving them regular updates on the selection process, but getting the pilot group to believe from the start that the best system was chosen is tremendously helpful
• Taking the time for training and feedback. It is important not to skimp on training time for the initial group, and not to gloss over their feedback. The idea is to save time later with the broader workforce by spending time now with this smaller group
• Choosing a scalable CRM application. A system that is adaptable to a phased roll out, and is priced accordingly, is ideal for a pilot program

Implementing any new system takes a commitment of time and resources, not to mention faith. A pilot program can make that faith easier to come by because it reduces the strain on time and resources.

Source

Inside CRM (PDF)

 

About the Author
Richard Barrington is a freelance writer and novelist who previously spent over twenty years as an investment industry executive.