by Joe Taylor Jr.
According to industry analysts, managers must actively partner with employees throughout the implementation process in order to reach the potential of today's CRM software. Five specific steps make the biggest impact on CRM success, while improving the overall customer service experience:
Use CRM to Clarify and Communicate Business Goals
In businesses with high CRM implementation failure rates, managers tend to hurl a CRM software package at employees without addressing a company's underlying issues. Simply requiring employees to use new tools "because that's the way we want it done" leads to disillusionment. In companies like these, employees often find ways to work around CRM solutions to get their jobs done.
According to successful managers, companies can use the process of installing new CRM software as an opportunity to reset corporate culture. Creating the opportunity to evolve into a new way of doing business creates expectations that can be tracked more thoroughly with CRM tools. When managers blend a commitment to serving customers with the tools necessary to deliver on company promises, employees readily adopt new systems.
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Integrate CRM Tools into Communication Systems
Using CRM in a customer service environment can make a major impact on employee performance, as long as the new software integrates with phones, e-mail, and other essential communications tools. For example, plugging CRM software into an agent's caller ID system can build rapport with customers while eliminating some mundane tasks from employee routines.
However, not every CRM application works well with every business phone system on the market. Managers must be careful not to mix a small business CRM application with an enterprise level communications platform. Soliciting advice from a trusted solutions advisor, like the nationwide network of dealers represented by VendorGuru, can lead to the right blend of CRM software and telephone tools. Acting on expert opinion sends a message to employees that managers make decisions in the best interests of both employees and customers.
Offer Routine Training on CRM Software
Even highly intuitive CRM software poses challenges to employees at all skill levels. Delivering the right kind of training programs can mean the difference between a very successful CRM implementation and an underutilized resource sitting on employees' desktops. Effective CRM software training accounts for the different ways in which employees tend to learn. Some employees prefer to get hands-on with their new tools, while others prefer to watch instructors walk through typical scenarios. Scheduling ongoing training can address the concerns of existing employees over time, while accommodating the needs of new hires.
Leverage Hosted CRM Tools for Improved Work/Life Fit
Many hosted CRM solutions allow employees to connect from any broadband Internet connection. When paired with the telecommuting features of today's powerful business phone systems, employers can offer team members the ability to work from home without compromising access to customers or their data. Experts, like the nationwide network of telephone dealers at VendorGuru, can help managers connect the dots between hosted CRM solutions, company phone systems, and employees' home office technology.
Benchmark CRM Success
In many companies, managers focus on the challenges of CRM implementation only to stop talking about their new tools after installation is complete. A lack of communication about CRM from managers tends to divert employees' attention to other topics. Instead, business consultants recommend building regular benchmarks for CRM success into each fiscal year. Reporting on those benchmarks and setting periodic goals can assure employees that customer relationships and CRM software still matter to an organization.
Five Steps Speed CRM Implementation Everywhere
Following all five of these steps can help companies of all sizes, regardless of whether the implementation project involves a small business CRM tool for a five-person workgroup or a hosted CRM platform for a 5,000-employee enterprise. When managers put customers and employees at the core of a CRM software program, they can expect the kind of support that leads to successful implementation.
Sources:
Business Intelligence
Business Link
Destination CRM
TechTarget
Joe Taylor Jr. is an internal business consultant for a Fortune 500 company, who writes about finance, culture, and design. He holds a Bachelor of Science in Communications from Ithaca College.
