Developing a CRM Strategy
Customer Relationship Management Software continues to mature. Even the low-end products on the marketplace are loaded with features including web integration and wireless connectivity. Although the products are better than ever, many companies have been unsuccessful in implementing these CRM systems within their organizations. Here are some helpful hints on developing a successful CRM strategy based on my fourteen years of experience in this field.

Needs Assessment
In order to implement a successful CRM System, you need to understand your needs and requirements. This is done through a needs assessment process that should be facilitated by a professional. Make sure that you have involvement from each department within your organization and get input from staff, management, and the executive team. Each level of staff and management will have different requirements that need to be considered. As part of this process, you have to prioritize the importance of each requirement. This is not an easy job but extremely important and should be the first step of any CRM strategy. This will be the blueprint for your product selection and initial implementation.

Keep it Simple
Because there is so much you can do with these CRM software products, there is a tendency to over-engineer the initial development of the software. You can end up with a bloated and complicated system that can lead to resistance from the end-user.

We recommend identifying a couple of key areas that, if automated, would lead to a good return on investment or address an administrative issue. Use this initial stage as a building block for future upgrades and enhancements. An easy to use CRM system with strong initial buy-in will result in a strong foundation to build upon.

CRM Training
Training is an on-going process and needs to be a fundamental component of your CRM strateg. Keep the classes short and customized to address what each participant will be using in their own particular job. Provide them with an easy to read manual that can be used as a resource in the future. Advanced training and refresher courses should be provided throughout the year. If your end-users are comfortable with the product and are properly trained, you will have a successful CRM system that people will use.

Maintenance & Support
If used properly, CRM Software becomes the lifeline of your sales organization. In order to keep a CRM system up and running smoothly, you need to have a dedicated CRM System Administrator to make sure that the database is properly maintained. In addition, you need to provide end-user support to address any issues that come up with your sales team. It is very easy to get frustrated and disillusioned with a system if it is not properly supported.

About the Author
Sidney C. Lejfer is the founder and president of Harvest Solutions, specializing in customer relationship management consulting and training services. He is a featured writer and speaker on the benefits of customer relationship management technology. Please contact us for additional information.