Short answer: Adoption

The graphic below is an example of a 5 step process used for implementing new technology. Some venders or consultants have variations on the process but for the most part this is a good guide. Missing or bypassing a step can seriously impact your success or utilization capabilities of your CRM system.

Training, strategy and proper implementation are key.

We have found the biggest gaps for companies implementing new complex technologies are between having a clear vision, strategy, mapped processes and how the humans are trained to integrate with the technical aspects of the applications. For example; most folks use a fraction of the features when they purchase MS Office products or other applications. They buy them for a couple very targeted capabilities. One user may use any of the suite of tools more than another such as excel, PPT or word and some may need to use them all. Most will have a few specific tasks they need to perform over and over again. However, the one time you need that advanced feature/capability... I know I get really frustrated if the right tool was not there when I need it. I also better be able to find someone who can help or some training or other online resource to help me find this feature/tool and turn it on without wasting a ton of time or it often defeats the purpose of having the tool available in the first place.

Sorting out what your users are going to need up front, setting a clear roadmap and providing the support they need over time is monumental to the success of implementing CRM solutions or any complex technology for that matter.

This seems like a double edged sword...

CRM systems are usually designed with tons of features because they are required to associate a lot of complex relationships between different types of data and information profiles. The reality is in order for any good CRM system to be financially feasible to develop it has to be versatile and adaptable since every business model and implementation is unique. Face it, these systems are just complicated in nature and it is very challenging to offer a custom business system that meets every process spec with the functionality required under the hood and a simplified user experience for non technical folks.

One of the other challenges we have found with any complex software application is that when the next batch of new features are released, often, with the new features comes a few bugs. With this comes frustration, which stirs emotions, thus making it harder sometimes for end users to get excited about the new processes or the software.

CRM is complicated by design... so is your business

Most businesses are like a complex web if information and resource associations that are then departmentalized to groups of folks performing roles in the organization. The systems have to be complex to accommodate this. It is often hard to find the right implementers that have the technical savvy to understand the complexity of the CRM systems under the hood as well as the overall required business processes this is intended to support. What this means is that not only is the software configuration different for every customer but the process in which it is deployed is also unique to the culture, participating talent and size of the organization.

Who is involved in getting this done?

I think another challenging issue may be that often folks in sales and decision makers are not in tune with specifically what the end user will need to work more efficiently. When you have a lot of people accustom to their own existing systems and processes it can be hard to get them to adopt the new systems and processes. They need to be convinced this is going to be a better process and make their job easier. This is one key reason why CRM has to be brought into any company both from the top down and the bottom up. It is also very important to maintain open dialog and flexibility across the organization so you can adapt appropriately to changing conditions.

Set your priorities, strategy first and map it... to your technology and with your people

What we found here at CNP integrations was that if we start at the first pain point which is the decision making process, we can help organizations implementing complex technologies with a proven method for getting the most out of their investment. We do this by asking the right questions up front and setting a clear roadmap for success.

I know when folks think of "consulting" they think expensive and it is the first thing they want to cut out of the budget but by far the costs of implementing CRM wrong or picking the wrong technologies to support your needs will far surpass any upfront investment in consulting or follow on training and project alignment support.

Check out our Value Builder Program and Small Business Success programs for more information about our methodology and associated services.

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You can also participate in our online video podcasts (Starting in mid July) where we bring experts together to discuss many key topics related to successful technology deployment and trends with Social CRM. http://webinars.learningcrm.com

Visit the new video podcast home page: http://www.cnpintegrations.com/technology/business-solutions/socail-crm-video-podcasts/