When implementing a CRM, a number of challenges can arise that prevent CRM success. In fact, researchers say that up to 70% of CRM implementations may fail to meet expectations. Despite these high failure rates, you can position yourself and your organization for CRM success by identifying and preparing for some of the most common CRM implementation challenges.
Based on more than 15 years of consulting experience and working with hundreds of top law firms to successfully implement CRMs, here are the 10 most common challenges we see firms face when implementing a CRM, and the solutions and best practices to overcome them:
CRM Challenge 1: CRM Success Strategy & Planning
Most firms approach CRM and related technology implementations on an ad hoc basis. But without a strategy and plan, the likelihood of a successful implementation is greatly reduced. In fact, firms that undergo CRM projects that lack an understanding of their firm’s needs cause more CRM challenges and can lead to a waste of important resources.
Solution
CRM success begins with an understanding of your organization’s requirements and goals. This begins with a comprehensive needs assessment.
Begin by interviewing key stakeholders and discuss current challenges, processes, and potential benefits a CRM could automate or provide. Think about how each group or individual defines CRM success and form your goals around their definitions of success. These needs and goals should be reviewed, agreed upon by stakeholders, and assigned to a timeline for completion. CRM success starts at the very beginning and properly strategizing and planning are vital to the overall success of a CRM implementation as you will refer back to these as a guide for other CRM challenges. So creating a detailed plan will be needed in several key areas including rollout, communication, data quality, training and integration.
CRM Challenge 2: Lack of Focus
The beauty of CRM is that it can do a thousand things, but that doesn’t mean it should. You are more likely to fail if you try to focus on too many things or try to solve too many problems. Losing focus of your strategy and plan will lead to more CRM challenges and more resources wasted.
Solution
Don’t try to boil the ocean! Review your goals, requirements and your needs assessment and reset your focus on two or three things to tackle first.
Focus on small, achievable and measurable goals that can easily demonstrate the value of the CRM and grow support for the system over time. Look for the low-hanging fruit that can provide maximum benefits and can be completed with minimal effort. Once these smaller goals have been achieved, move on to the next area. Needs frequently change over time, so you may need to make a few adjustments along the way. And as you will come to find, as you overcome one set of CRM challenges, new user groups will come knocking at your door wanting to implement and adopt the system to their needs.
CRM Challenge 3: Buy-In / Adoption
If prospective users don’t see the value of CRM for the organization and, more importantly, the benefits it will provide them, they will regard using the system as a burden and are unlikely to participate. Lack of participation also means the data will suffer, opening up a whole new can of CRM challenges, which can undermine the primary reason for getting a CRM in the first place.
Solution
When asked “What’s in it for me?,” your response must, convincingly, be answered for every user – whether a leader, assistant or individual contributor. Taking time early in the implementation to gather the needs and requirements of key users and groups will help to answer that question and provide a solid base for realistic goal-setting. Next, the CRM should be configured to meet these needs and requirements and messaging and training should continually reinforce the value proposition.
Stay tuned for part 2 of this series!
