14. Implementation method is as important as product choice.

Just as a chain is only as good as its weakest link, a CRM solution is only as good as its implementation. The best product in the world will not meet expectations unless it is implemented in a way that matches your requirements. Once you’ve chosen a product, make sure it will work for your environment by creating a blueprint describing your goals and expectations for the implementation before the implementation process begins. Any questions regarding these expectations should be directed to an implementation team member who is designated as the liaison between the vendor and / or the consultant or reseller handling the implementation. Beyond loading software on a server and tailoring it to specific needs, a CRM implementation requires the involvement of all employees who will be using the system. Fail to obtain this support and you can safely assume that the system will not be fully utilized. Instead, reassure staff that they will receive all training required and that the system will make them more productive while making their jobs easier. Make the system even more alluring by letting all stakeholders and end-users know how the implementation process is progressing. The result: they will become eager for the process to be completed and to get up and running on the new system.

15. Training can’t be “on the job”.

Employee buy-in is the key to a successful CRM implementation. So good training, tailored to the different skill levels of employees, is essential. Don’t bore a technically adept sales manager with a beginner’s level dissertation on using a computer-based scheduler. And don’t intimidate a beginning customer service agent with technospeak about the ins and outs of back-end integration. Just as you tailor the product for your environment, tailor the training to the end-user. These training programs should begin before rollout to ensure end-users are ready to use the system when it is ready for them. In addition, this early training will add to the enthusiasm for the rollout and lay the groundwork for widespread acceptance.

16. Test, or crash and burn.

Don’t overlook the importance of testing the software implementation before rolling it out. A test that involves mock customer data can be invaluable in determining how well the system receives and processes information. Better to find a glitch pre-rollout than to get stuck on one when talking to a customer. As part of this testing process be sure that all back-office integration is working properly. Make a list of typical operations that end-users will engage in, and test each and every one. Try to access data from the accounting system, for example, before a customer service agent needs to actually do so. Try to update customer data in the centralized database and make sure those updates are available throughout the system.

17. Focus on CRM goals: improve customer satisfaction, shorten sales cycles, and increase revenue.

Never lose sight of the fact that the customer is the reason for your CRM implementation. Get feedback from customers to see if their satisfaction levels are really increasing, or if there are improvements they would like to see. If you chose your CRM solution carefully, it should be flexible enough to adapt to evolving customer needs. And don’t overlook your end-user groups. Could the sales staff benefit from an updated synchronization system with their PDAs that lets them access contact information directly from PDA software without always signing onto the CRM system? Would the marketing department like to see a new kind of analytical report that links postsale collections data to campaign type? Keep the communication channels open after rollout and keep your CRM solution rolling along. Equally important, never overlook the power of CRM to self-monitor. Set up metrics that the system can track and always be sure that you are, in fact, increasing customer satisfaction, shortening sales cycles, improving efficiency, winning customers from the competition, increasing profitability per customer, and boosting bottom-line sales.