Posted by: superduperadmin on Apr 19, 2009
One of the big mistakes many organizations make is that they think technology is the solution and they forget the human integration aspects of deploying CRM. Since CRM is not a technology but more of a business philosophy that in today’s economy is a MUST if you are going to scale any business beyond a small storefront or basement startup.
I like /">Paul Greenberg’s definition of CRM since so far in my experience with CRM this holds true. “CRM is a philosophy and a business strategy, supported by a system and a technology, designed to improve human interactions in a business environment.”
Now the more you learn about CRM you will realize there are many different flavors both in the Strategic approach as in the discussions around Social CRM where I have posted other articles and you can find much about them in many books on the topic and a brief overview in my blog. With the big boom of Twitter and other social networks we have a bit of a paradigm shift and a fast moving target to catch but the same human principles of how people interact with each other and technology are consistent.
Make sure that in addition to reviewing the technology for your CRM implementation, and there are plenty of software applications with varied features, that you assess the people that will be interacting with your system and at the end of the day find out how they are going to use this to make their jobs easier and allow them to be more efficient and productive doing so. I know that not everyone thinks in mind map visualizations but you may want to consider getting a clear visualization of all of your processes before you evaluate software.
A popular concept I learned from my friends in the movie business is that you have to think from the ending backwards. So a good rule of thumb used by another friend is to “Think Big, Start Small and Scale Fast”. This can allow you to imagine what is going to be required for you to have a foundation for the future yet being realistic and not trying to jam a horse pill down your teams throat called “CRM”. I like this approach especially if you can get everyone involved in this process by getting all ideas thrown out on the table as it relates to everyone doing their job better faster and with greater benefit to the company and person doing the work well then you should be on a good path for stakeholder buy in.
Over the coming weeks we will be building a program to help address the requirements for bridging a successful integration of your humans with your choice of technology and to prepare you for a roadmap for future proofing your business strategy as it relates to CRM.
Keep on the lookout for our Value Builder Programs for addressing your business pains and helps you identify a clear action plan focused on what you should do Today, Tomorrow and in the Future.