Three misunderstandings of CRM implementation: lack of strategy, lack of identity, and technology first

experienced CRM Everyone in the system selection process should understand , Once a specific solution is identified , Before the new system is put on the market and used , There is still much work to be done —— namely CRM The implementation of . Advance planning and detailed evaluation will help the implementation process better , So you must be right before you start CRM Understand the implementation of .

For many enterprises , Except for choosing the right one CRM, At the same time, we are also faced with how to smoothly transition from implementation to formal use . Actually , There are many enterprises in CRM In the process of implementation, there are usually various misunderstandings , The three most common misunderstandings include ： lack CRM strategic , Lack of identity and the supremacy of Technology .

1. Lack of strategy

Many companies are interested in “ use CRM Solutions to do something ” There has been no in-depth study on this issue .CRM It is a strategic decision , It plays a supporting role in realizing the overall strategic objectives of the enterprise . Lack of strategic orientation CRM Implementation is like a headless fly , Even through customer relationship management , Some processes have been improved to some extent , But can't get stability 、 Sustained returns , Thus reducing the probability of success of the project .

for example ,CRM The purpose of the system is to obtain new customers and improve the service to existing customers , Then the development strategy of new customers should focus on marketing , Providing better service to existing customers should focus on improving sales 、 Order processing and after-sales process . In short , You should ask yourself before implementing , Why should I implement CRM.

2. Lack of identity
If the employee or management team is right CRM The system does not agree or contradict , Will be for CRM The smooth implementation of increases many obstacles .CRM The success of depends on the support of all participants , In the process of its implementation , The effort required to obtain support is the largest . Whether it's the management of the company 、 The sales team , Or a customer service representative , Without their support , So you are in CRM Other efforts invested in may be in vain .
On the other hand , User support is also right CRM Success or failure plays a decisive role . One that has no actual use efficiency CRM The system will not be favored by users , If they are not willing to use the system , Then any expected return on investment is just empty talk . The customer is unwilling to use CRM There are two reasons for the system , One is the unknown , Or resist the possible extra workload ; Second, the system does not really meet their actual use requirements . These two aspects need to be solved .

3. Technology first
Technology is in CRM It is indispensable in the system , But its position should be in formulating strategies 、 After defining the goal . Paying too much attention to technology is very dangerous , It will affect CRM The whole direction of implementation .
Not technology oriented does not mean IT Staff in CRM The early stages of the implementation process can be ignored . Quickly clean up the data , planning CRM Information exchange and integration between the system and existing applications ( for example , Let the salesperson pass CRM The application accesses the inventory management system ), these IT The professional experience and knowledge of technicians play a leading role .

CRM Is a need to pass effective 、 Tools widely used to generate benefits . Good strategy 、 The support of the management and the cooperation of the user team , And the correct view of Technology , All keep CRM Deploy a strong guarantee to operate on the established track .