CRM Special Report- 8 Critical Factors That Make or Break CRM
Lessons to Learn
This case points out critical success factors necessary to effectively manage a major business-process change grounded in the adoption of new technology such as CRM. In today's volatile corporate environments, failure to adhere to these factors may result in increased costs, delay in bringing a CRM solution online or even outright failure. Let's explore the eight success factors that could have improved this implementation:
1. Did the managers have a vision and passionately communicate it? They did not. Because of the conflicts managers had prior to this project, they couldn't agree on a clear vision. They needed to do the following:
•Put aside their differences to focus on the greater challenge they were about to face.
•Describe to employees how they expected to support the business for the next five years.
•Paint an indelible picture in employees' minds of what the company would look like in five years.(What would people feel like? What would the customers be saying and feeling?)
•Offer to employees a way to discover where they fit and how important they are in making the vision happen. Employees want to know how they can make a difference.
2. Did managers understand their company's culture in terms of its readiness and capability for change? Managers were ready, but employees in several departments were not. There's a difference between seeing a need for change and being willing to leap into it. Time and increased understanding, particularly the chance to change and the cost of not changing, may have helped increase their readiness.
The most crucial aspect is whether CSRs can change, regardless of how ready they are. Managers also should have assessed the potential loss of power salespeople may feel and change the job responsibilities the new customer service solution may have caused. Managers needed to assess how the change in business processes and technology would affect those who had to support the change and use the new technology.