Mafalda Martins Resistance to change is inherent to the human species. However, it is the businesses with greater adaptability and flexibility that manage to survive and innovate continuously, even when facing economic crises. The adoption of new technologies, processes and ways of doing things are also part of the changes needed to be able to face the constant challenges that arise in the business environment.
The implementation of a new system, such as CRM – Customer Relationship Management, implies that processes are analyzed and is an excellent moment to rethink the way the company operates. Buying a CRM to support the old processes ends up being very costly for the company, since the opportunity to optimize old processes and innovate by applying new and more effective processes is lost..
CRM Implementation: The Big Three
There are three main factors related to the implementation of a CRM that must be addressed.
Involvement
It is very important that the whole team is involved in the technology implementation process from the very first moment. In many cases, it is the end users who have the in-depth knowledge of the operations and needs that arise on a daily basis. They are the ones who know what will work, and what won’t, so they should be involved as early as possible and feedback should be gathered constantly. Create a group of people that advocate for the implementation and encourage them to share the value of change.
Value
“What will I get out of using this tool?”
The whole team should be able to answer this question and clearly understand what benefit they will get from using the new CRM. This system should represent a positive change that helps the team to do their work more efficiently. Some examples:
- A user-friendly interface will make it easier to enter data into the system;
- Customizable dashboards that allow the team to quickly gather the information they need;
- Automation that simplifies everyday life and saves time.
Change Management
Also management must be involved from the beginning and they must be active users of the platform. Users cannot be required to change the system without the management itself also using it. To ensure the success of the implementation, it is important that the various phases of the change are well planned:
PHASE 1: ASSESSMENT AND PREPARATION
This phase will assess the ability to implement change within the team and identify the users who will be the major drivers of change. Each person should have a specific role in the implementation process, including the executive driver, the project manager, the system administrator, the power users, and the end users.
PHASE 2: LAUNCHING
This phase is crucial because this is when all the hard work is recognized and users begin to see the value of the new CRM in practice. It is also the moment that marks the boundary between the implementation of the system and the post-launch support to ensure that the CRM is used in the day-to-day running of the company.
PHASE 3: MAINTENANCE AND OPTIMIZATION
This is the time when the responsibility and ownership of the new CRM is transferred to the end users. This phase should last as long as it takes for the change to be embedded in the organization.
Count on expert support for CRM implementation
One of the best ways to ensure that the CRM implementation is successful is to rely on experts in the technology, who support the entire process of implementation, training and adoption of the system.
As specialists in MarTech, such as CRM or Marketing Automation, Liminal helps you select, adapt and implement the necessary and ideal technologies for your company, guiding and accompanying the entire process. In this way, we ensure that objectives are met and the beginning of the path to success is set.
Talk to us and start implementing a CRM in your company now.
