Customer Relationship Management (CRM) is one of the most important tools a company can use to remain viable. CRM is exactly what it stands for, a system that manages customers. It is a tool that should be used to track everything you do that relates to your customers.

With that definition, how does a firm go about implementing a new CRM system that will maximize its customer information data? This is the big question Boomer Consulting had to answer over the last year. Boomer decided to go to a completely new CRM system and replace one that wasn’t providing the desired functionality.

Not surprisingly, this has been a long process with many things to consider. The following seven steps are lessons learned at Boomer, and will help you in determining and implementing the right system.

1. Decide what you want out of a CRM system.
2. Research various systems and determine the pros and cons.
3. Get referrals from users of each system.
4. Decide on a CRM system and develop a CRM Team.
5. Customize and develop the system to meet your firm needs.
6. Develop and implement a training program.
7. Roll out, review and improve.

The first thing to understand is that CRM is not a sales tool. CRM should be viewed as a company tool that everyone will use to track customer info.

Step one is deciding what you want out of your CRM system. The best approach is to get a cross-section of company staff members together to develop a detailed list of everything you would like to see in the new system. You should have a varied group of end-users from your firm and get as many suggestions as possible. Then put the suggestions in a list based on importance. This will go along way when deciding between systems.

The advantage of this step is you can gain team buy-in on the system ultimately chosen, because they are specifying what to look for.

Once you complete the first step, research various systems and determine the pros and cons. Take your list and start looking at systems to eliminate the ones that don’t meet your firm’s highest priorities. Don’t worry about making a final decision here; but make sure to be strict with your comparison of each system’s pros and cons. The two or three systems that most closely align with your needs should emerge.

Now is the time to start getting referrals from users of each system on your short list. Referrals will provide essential information from people who use these systems every day. Even if they are not in your industry, other users can provide useful and solid information. Ask very detailed questions focusing on your leading priorities. Also, make sure to ask other users what they do not like about their CRM systems.

A major benefit to obtaining the opinions of outside users is that you are not getting a “sales” pitch. They have no vested interest in what system you use and should be honest when providing answers. Utilizing outside referrals as much as possible will help with making a more informed decision.

With this information gathered, decide on a CRM system and develop a CRM Team. Choose the CRM system that best fits your priorities and the one that will get the end-user buy-in. Then, it is important to turn the process over to a CRM Team to finish the process.

Creating a team streamlines the process and takes out the bureaucracy, giving you a small group of decision-makers that can speak on behalf of your firm’s departments and their needs. This team should be relatively small. It should have a technical person to do the set-up and the installation of the system. Another vital team member is a person who understands your firm’s processes and procedures and will be a main user. This person will customize the system to meet the needs of the firm.

Depending on your firm’s size and complexity, additional people may be needed on the team. Team make-up should be representative of the different areas that will have varied needs within the new system.

The CRM Team has the responsibility to customize and develop the system to meet your firm needs, a challenge that is time-consuming and intense because the team will be developing the system for the entire firm. Do not rush this step.

The Team must continue to keep the list of priorities in mind while also thinking about the end-users. The system needs to be as simple and uncomplicated as possible. The goal is to create a system that will be straightforward and easy to implement and learn. The Team needs to design the system to capture customer information accurately and to manipulate it efficiently.

Another function for the CRM Team will be to develop and implement a training program. Employees with a good base of understanding will be more apt to utilize the new system correctly. Also, training gives you a chance to reaffirm your company’s processes and procedures and should be intertwined with the CRM. If possible, some individual training is highly recommended, allowing team members to ask questions relevant to their job functions. Whatever method is chosen to train employees, make sure they are all on the same page when you switch to the new system. Establish a solid date to complete training so staff members understand when they need to be ready.

The last step is to roll out your system to the firm. The team is trained; now they can start using the system. After a few weeks of use, it is time to review the system. Is everyone using it correctly? Is it as functional as desired? What changes could improve the system?

The last step may be the hardest as some employees resist change, training may not have been effective, or the system may need to be adjusted to meet their needs. It is important to do a review periodically and make changes based on end-user feedback. This review will provide continuous improvement and deeper functionality of your CRM system.

Customers in today’s world desire companies that will go the extra mile with service. A strong and functional CRM system used by the entire team is a great step in the right direction. Remember, Customer Relationship Management is a total company function and not just a sales tool. Follow these steps, pay close attention to the details and your new CRM system will help all facets of your company.

About the Author
Eric Hunt is the marketing and sales representative for Boomer Consulting, Inc. located in Manhattan, Kansas. His main areas of focus include the Boomer Technology CirclesTM, client services and the implementation of Boomer Consulting, Inc. marketing initiatives. Eric can be reached at erich@boomer.com or 785.537.2358.

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