CRM Change Management

Perhaps the most common symptom of CRM failure is lack of use of the implemented solution. We often meet clients who say things like – “We implemented CRM a few years ago, but we don’t really use it enough or get full value from it”.

Why should this be?

A number of factors may feed into an under-used CRM, most probably they all relate to a poorly defined or executed Change Management effort during implementation.

Like many systems, CRM relies on data - data capture, data presentation and the business processes to support the capture, analysis and action that this data should affect. These processes must be clearly defined, communicated with adequate training provided during implementation to ensure the CRM delivers the value it should. This is all part of the Change Management effort of an implementation and is often under emphasised and under resourced. Processes may be defined during the design phase of the project, but if the communication, training and review of these processes does not follow through to all users, then the data capture, analysis and action will not follow through either. A well-defined and executed change management process can help avoid this pitfall. Change Management should also put in place mechanisms for on-going review and correction to ensure that processes continue to operate effectively and to capture requirements for process change as they are required.

Lumenia have extensive experience of managing change in enterprise system projects. Our tried and tested methodologies can help you ensure you CRM implementation is successful and the solution is sufficiently used to deliver the benefits you expect.