Build Value by following a success program and planning carefuly
I have been following the ITtoolbox.com discussions lately and ran across these comments below. It reinforces much of what we have learned and why we have designed a consulting practice around our Value Building Methodology. Notice the date of these articles. In other words this is not new information but folks are still making the same mistakes nearly 4 years later.With the new Social CRM and social technologies that we have to now integrate into these systems it is only going to get more challenging.
Invest in good training, support and consulting to align your initiatives
To implement CRM effectively it often takes an outside consulting team to help plan, execute, train and align an organization's people and processes with the technology. Thinking you can just buy some software that an ambitious CEO or IT manager likes and that you can implement it without a full support package from a qualified consulting firm is a path for disaster. It tends to be a rather expensive proposition on so many levels when you do not invest in the right balance of consulting with your technologypurchase. It is a myth that one you purchase the software and turn it on that your investment is over. This will become a paridigm shift in most cases for the way you do business and will continue to evolve over an extended period of time.
Open Source solutions positions you for future needs
This is one of the reasons we like solutions built off of an open source code base. The cost of entry on the software is much lower so you can get more implementation resources and training for the same investment while not being held over the barrel on the software should you want to modify the system to meet unique requirements down the road. Many of these requirements you may not even know you need yet.
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Disclaimer: Contents are not reviewed for correctness and are not endorsed or recommended by ITtoolbox or any vendor. Popular Q&A contents include summarized information from CRM-Select discussion unless otherwise noted.
1. Medium-size company wanting to facilitate revenue growth purchased SFA software without any sales strategy. They expected that the software would make their life easier. As most SFA software, it came with its own pre-packaged best practices, which did not fit the company's processes. The implementation dragged out as the company realized that they had to re-examine their processes.
2. A large company purchased call center software to address the growing backlog of thousands of unanswered customer emails. After the software was implemented, training followed. During training, the users scream: we can't use this system, we won't use this system. Two reasons: first, same as #1, little effort was made to align process to packaged functionality, and second, no effort was made to engage the users and build champions among them.
3. A fast-growing company with a solid CRM strategy purchased and implemented SFA, Call center, and Marketing automation software. They did not, however, consider the importance of data quality in the beginning. The Result: reports could not be trusted, pipeline and trending was worthless, and the project went through a major crisis until these issues started getting addressed.
After a number of years, the company in #1 has abandoned the original SFA software and opted for a more simplistic and less costly solution from an SaaS vendor. The company in #2 has taken a step back, re-examined their CRM strategy, re-mapped its processes, and rebuilt most CRM components. The company in #3 has continued building upon the described solution, overcomming the initial data quality issues.
Outside the scope of pure CRM systems, but within the scope of business-critical systems, plenty:
All boil down to: 1) Rubbish needs analysis 2) Rubbish solution analysis and selection on top of poor needs analysis 3) Poor end-to-end implementation, with little outcome-based assessment of the implementation team (with a serious stress here on training and external change mgt) 4) Zero, or poor metrics in place to measure success, not only before, but during, at time of go-live, and for 12 months minimum after.
The key points are 80% point one, and 20% point two. The third and fourth are merely confusing factors, that while important, could not *really* (other than in a completely dysfunctional org) exist without the first two.
CRM implementations fail for three reasons, and it all boils down to Human Nature! If a business owner can overcome these three things, CRM will pay for itself rather than be a huge expense.
1) CRM implementations live and die by its EMPLOYEES acceptance... PERIOD!! If the user refuses to use it, IT BECOMES AN EXPENSE!!!
2) Not only is there no BENEFIT for a user to learn and use a CRM application, it's actually a DETRIMENT for an end user to learn and use a CRM application!!!
3) If you encounter a businessman who is looking to purchase a CRM solution, regardless of price or company, they should be able to answer, INTELLIGENTLY and TRUTHFULLY, this one simple questions... "How will your EMPLOYEES benefit from learning and using a CRM application?" If they cannot, they will LOSE MONEY ON THE PURCHASE. Let's see if they can actually ENFORCE the use of a CRM if their sales department is under the impression that it will help line the pockets of the CEO/OWNER even further while THEY have to work harder with no compensation to learn and use it for that purpose.
The following is a press release that goes out today and tomorrow. We are excited about this program since it helps us give our new CRM customers (Small Businesses) an easy low risk point of entry. It will also help us demonstrate our value, expertise and better understand where we can help our customers the most. The Launch pad program will provide in-depth information for a small upfront investment that can save customers a significant amount of money. The program begins with evaluation and works through to a rapid deployment process based on CNP's needs alignment process and value building methodology. Customers can either avoid purchasing the wrong technologies or failures from deploying infrastructures and new processes without clear focus on value to the organization.
We are looking forward to your questions and discussion as we continue to build success stories for growing small businesses.
CNP Integrations announced today the introduction of its new Small Business CRBM Launch Pad Program. Thisservice and consulting support bundle is built off of CNP's proven success model; The Value Builder Program (VBP), a strategic, tailored planning methodology for businesses integrating virtual technology, designed with proven practices for success. "Setting your priorities and focus up front will help you better manage the results and expectations of your technology implementations" says Chris Nielsen CEO/General Manager for CNP Integrations. The CRBM Launch Pad program is based on the concept that significant cost savings and increased sales, along with improved customer and market relations, equate to greater profits and business value. Defined as the SMB CRBM Launch Pad Program, CNP is offering blended learning/consulting/technical support programs that include consulting, software solutions and training. These programs are designed to offer small businesses a cost effective way to deploy CRBM Technologies. By evaluating and mapping business processes with organizational needs and technology features to create an optimized deployment strategy provides an opportunity for guaranteed success.
The program comes in three distinct flavors;
1. The CRBM Kick Start System,
2. The CRBM Jump Start System
3. The CRBM Rapid Deployment System.
Each of the three targeted technology alignment tracks is a tiered point of entry tailored to the needs of businesses eager to see rapid results with deploying Customer Relationship and Business Management solutions. This program pairs the human dynamics of your small business with the priority requirements to get your set up, configured and aligned with a proven success program. These programs can be delivered succinctly in a phased approach or as a standalone deployment launch program. It all depends on the size and expertise within your company. "We have found that CRM systems in general are often complicated in nature and companies often try to take on to much all at once when they deploy CRM. Essentially we have taken these lessons learned and turned them in to affordable solutions for business owners. We offer what SMB's need to launch a turnkey program that aligns the people with the technology successfully at a price point that maximizes their investment."
The Launch Pad Program is three unique deployment packages built around CNP's unique Value Builder Methodology. The VBM is a series discovery steps delivered in one-on-one workshops where clients and subject matter experts translate a proven methodology into a plan specific for the client's needs. The main goal is to build value and improve the return on investment for the targeted technologies. The strategic planning process will address an integrated approach including management consulting, IT solutions, product training and support services. Value Builder Program is a structured approach that will take your team through an in-depth evaluation and strategic planning process to define a solid roadmap. This is a hands on consulting experience tailored to a business's specific needs and goals which provides a working integrations plan. Based on this roadmap CNP configures a custom support contract based on your CRBM platform design, and offers this on a low cost monthly retainer fee vs. large upfront costs.
Over the past few months I have been giving a lot of thought about who our customers are and will be in the future. What is it they want and need most? Kind of ironic sine the past three years we have been doing this and thought we finally had it nailed. Well the biggest lesson I have learned is that providing what a customer wants is a bit of a science and can often be predictable but delivering what they need is a moving target and not so predictable.
Since we work in the customer relationship and engagement space we have to not only set an example for customer experience but we have to help guide folks on ways they can use our CRBM Platform to harness theirs. I have been reluctant in the past to build "service packages" since we are a service provider and do not for the most part sell products. However, what I have found is that the number one thing our customers need is value. The question has been how can we deliver value in a way that those new to these technologies can understand while delivering it in a model that is easy to embrace.Thus we launched a series of Kick start progeams and value building initiatives. This is what our customers were asking for.
Welcome to the Value Builder Methodology:
“If you don't know where you are going, you might wind up someplace else.” - Yogi Berra
We have seen the buzz in the CRM world to be all around building value for the customer so here are some key steps we take in our new Value Builder programs.
The first questions we have to ask are what are your biggest pains and what are the biggest hurdles for increasing your sales potential.
Then we have to clearly identify your priorities and map them to the required technologies that can increase efficiency and achive business goals.
Then we have to identify and configure what technology can meet the desired results.
Then we have to integrate the people and processes with the new technology.
Then we have to follow-up with alignment and support solutions designed to help you navigate through the bumps in the road.
There are often additional steps in the process but part of the planning with this kind of Value Building Methodology is the fact we customize a specific plan for each customer.
Smaller business units will drive efficiency and change the landscape forever:
Some projects involving many stake holders require much more in-depth documentation and a more traditional approach. This slows down the process and makes the implementation much more challenging. Breaking down a horse pill into smaller bite sizes makes anything much easier to digest. One big advantage with smaller businesses or business units is their ability to respond in a collaborative real time process. This can not only significantly increase the efficiency in execution and improve the return on your investment but it can allow you to better target an action plan that meets the dynamics for your work group and untimely better service to your customers. I think as enterprises realize this and have to respond to the downturn in the economy and combined with the trends of social media dictating customer expectations you will find redefined business models that will have smaller divisions acting as smaller companies within a larger company umbrella.
The changing tide will wash surprises up on the beach.
Since well before the big melt down and shift in US politics we have been seeing some dramatic changes in the way customers are choosing vendors.
It is harder to win loyalty
There is a longer venting process
Customer are in control of engagement
They are eager to embrace next generation tools
Building Value is key to successful relationship
Consolidation and efficiency is in big demand
Customers are cautions due to uncertain future in the marketplace
Greater opportunity will be there for those prepared when spending loosens and the economy gains momentum in an upturn. If you can make a solid case for delivering value and quality to your customer while providing a complete and emotional experience with your customers you will be prepared for the relationship. If you embrace and develop business processes and efficient business units that can leverage a Customer Relationship Business Management system or CRBM Platform of technologies you will be prepared to successfully respond and manage your new and existing relationships. Simply put having an aligned business strategy combined with the tools to effectively execute the strategy will be the formula for success with the customers of tomorrow in an ever changing economy.
Let’s start a conversation
The new customer relationship management wave is Socail CRM and what I like to call "Customer Conversation Management" or CCM. If used right these tools can be a roadmap to meet your next generation of customers. What we have found to be a great resource for gathering customer information and insight was to use social media tools blended with a CRM strategy and other web technologies to engage in ongoing two way conversations. While we all want to hear from our customers it is also important to have this conversation with your peers. The other thing to think about is the depth of these conversations since no one wants to listen to someone full of themselves or with nothing interesting to bring to the conversation.
Business is getting presonal again with the wave of web 2.0 social technologies digging their heels in. Relationships in the new social space will follow the same principles of any good relationship. Just like in a personal dating engagement no one likes a bragger and you need to start off as friends if you want the romance to live long. In a business relationship you need to make sure that you connect personally since you are doing business with people. A machine can be configured but humans need to be nurtured and responded to.
I am interested in your comments and insight on these topics and encourage your conversation.
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.
3 New programs to help small businesses grow and prosper http://bit.ly/tB9Md
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
Commercialism is like a rigged slot machine do you ever win?
This week end I drove by 10 garage sales. I'll bet most of us in America have a collection of a bunch of stuff we do not need or use any more. This got me thinking about our economy and what I believe may be a culture that has grown off course in America. Are we not programmed to go work hard for money just so we go buy stuff? Are we buying what we need and can realistically afford our purchasing appitites? It seems quite often we end up buying many things out of impulse that we do not really need on credit and then pay interest. To me it is much like a rigged slot machine at a casino. So where did this mind set come from? Perhaps from the many clever advertising, merhandising and the persuasive sciences which have evolved in the last few decades? As someone marketing a product we want to master these techniques yet as a consumer we want to beware to not fall prey. We all need to be aware of the impact these techniques have on our purchasing decisions and the aftermath of when the wrong purchasing decisions are made.
The funnel game always eats your quarter
In many ways selling is like pointing a vacume at a customer with the hope you can "suck them in". It all reminds me of the funnel game I have seen at local malls where you roll in a coin and get to watch it go around and around in the funnel but eventually the coin goes into the bottom and all you got was to watch it spin around for a while. The real reality check came for me a few years back on a trip to Mexico. At the time I had a great paying job, penthouse apartment and what most folks would consider an upscale life style. The problem was that under the hood I was just not happy and the stress really kept me from enjoying these acquired pleasures. In Mexico I met a family of 8 living in a single room hut with very few worldly possessions. I watched how they interacted with their kids and each other and there was no doubt they we very happy and satisfied with who they were and what they had. They did not seem to be corrupted by the "keep up with the Jones's syndrome" or the "glamour and fashion trend setting craze" since they did not get blasted with the constant programming contained in advertisements. They had what they needed and since they had limited resources they put a lot of thought into any purchase they made and only "consumed" what they needed.
Addicted and under the influence
I get the feeling we as "Consumers" are addicted to this need to keep buying stuff that we really do not need or because we want to have the latest and greatest of a brand just because we can. Caught up an a never ending cycle that continues to draw us back in to the center. If you think about it we are so programmed and it feels a bit like a modern form of slavery. We either buy stuff the ends up in our next garage sale where we sell it for pennies on the dollar after the quick joy ride and impulsive enthusiasm dies. Who are the real profiteers in this game anyway? Ching, ching, ching... three jokers is not a win on this slot machine. How can we get away from the emotional impulsive response to this science and step back to a more practical and focused decision making process?
Program yourself with the right questions
I wonder what it will take to un program ourselves. How can we step back and ask the right questions as we make our future purchasing decisions. I tell my son of 5 yrs old as he is learning to navigate the world and make decisions with his piers that before he does something he should ask the right questions.
"Is something going to get broken?
Is someone going to get hurt?
Is it the right thing to do?"
Perhaps we can program ourselves to ask the right decisions about what we spend our money on.
"Do we need this?
Will it bring value to my life?
How will this impact the world around me?"
I am sure you could think of even more appropriate questions. If we can do this I think we can all prosper on so many levels. One we will only purchase what we actually need thus giving us more time and less stress in our lives. We also take away the power of the mighty marketing machine that acts like "The man behind the curtain" in the wizard of OZ. Pulling our fear and heart strings to milk us of our time and resources.
Don't listen to the snake oil salesman
So the next time you have a garage or yard sale think about the stuff you have and ask yourself if you asked the right questions when you first purchased this and did it really bring value to your quality of life and how did it affect the world around me? I am sure you will find that something in your collection of stuff that you just would have been better off without. Every little purchase made wrong keeps you from what may bring greater value to your happiness and life experience. Perhaps we need to get out of our easy going thought less sheepish behavior and step up to a thoughtful engagement in our decision making processes by putting more consideration on the big picture in our lives and the lives of others instead of just feeding "the machine."
Value Building to protect your time and resource investment
One of the things we take very serious at CNP Integrations is asking the right questions before we engage with a new or existing customer. Life is way to short to have our time and technologies shoved off to your next corporate garage sale. We want to make sure the right decisions are made and that you are purchasing the right tools for the specific needs of your team as it grows. We also want to make sure you are aligned with your priorities. One of the cool things about the tools in our CRBM Platform is they can do just about anything if you configure them correctly. This is however a double edged sword since this capability is like drugs to an addict or candy to a child and the many choices can distract you from your key objectives. The Value Builder Methodology developed by CNP Integrations is designed to help you get the greatest value out of your technology investments and to help you with establishing priorities so you do not spend your time or money on stuff that will not bring significant value to you and your organization.
More Information:
For more information about CNP Integrations' "Value Builder Program, Small business Success Program or Web Site Kick Start Program", visit our index page at http://www.cnpintegrations.com select the program you are interested and you can download information or request for us to contact you.
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configuration specialists, project managers, Sr. CRM Consultants, creative content designers and subject
matter experts all share a common thread with our "Value Builder Methodology".
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priority business goals.
Our proven integration process assures expectations are realistic and clearly defined.
We are committed to deliver Superior Value and Return on Investment
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all have to live in harmony.Whether you are implementing a
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all must target your intended business goals.
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Build Value by following a success program and planning carefuly
