I have witnessed few implementations where clear and well thought through processes have not been decided by the management by the company before the launch due to reasons like they have not considered or with just misguided conception that it will function in the right track on its own.
Generally what occurs in these kind of cases is that the main problems with the unveiling was likely to create another issue, that is dealing with a tool which do not follow instructions and do not provide desired results for the business.
I was once told by networking personnel about the launch of their CRM. He went on to inform me that despite spending a considerable amount on the project, the CRM was unveiled without the presence of any account ownership norms. This also means that when a customer firm had different office locations, the local sales staffer can get in touch with them and claim to be its theirs, irrespective of the fact that they were a current customer or not.
Although, I believe that things have always been done this way, but it is possible to imagine the confusion that occurs due to the absence of control causes. In one case, a current customer from his New York Head office called in to complain that he was not told that their account representative had been changed when their other office representative had approached. This complete situation could have been avoided with the intervention of the right sales management.
What are the other possible situations that can be avoided with the presence of a CRM –
- Right data ensures that the sales team does not become frustrated.
- Creation of the duplicate company records.
- Staff members not having the knowledge that who takes care of the account and also potentially passing on wrong data to customers and colleagues.
All the above mentioned situations can be easily avoided by correctly thinking through all the regular operations which the sales personnel involve in.
The initial excitement and also excitement for the launch of a new CRM tool can get hampered and also impacting the anticipated return to the investment made.