How helpful is CRM?

Provided by: Aina Neva Fiati

This is a question which has no simple answer. The best one can say is that it all depends on its implementation. At the same time we must realize that CRM is not a magic wand which will sweep away all the ills of a company. It is just another technological tool which has to be properly utilized to give optimum results.

CRM can be quite useful or useless depending on the way the issue is addressed. The first important factor which impinges greatly on successful CRM implementation is how seriously the top management of a company views the entire effort. Commitment at the board level is required to push the CRM initiative. People are naturally averse to change and any CRM initiative would be faced with opposition. There will be many who will say that it simply won’t work. “Wont work here” syndrome is quite often observed. This is where senior management has to step in. Successful CRM implementation can only happen if everyone in the enterprise is genuinely involved in the process. Transition from one system to another is usually painful and requires mature management.

Sales and marketing teams are the first to trash the idea of CRM whereas they are the ones who benefit the most from it. Familiarization and training are important aspects which should get proper attention. Haphazard and piecemeal CRM solutions may well harm than help. Training and support should get their due, whenever a CRM package is being considered in a firm. The sales team should understand its working and should become comfortable. This comfort zone will reduce the natural feeling of rejection.

Another aspect which requires attention is that of aligning procedures and processes. There is no point in having a CRM solution working away on its own while the sales team goes ahead as usual. The sales and marketing teams should be geared to accept and incorporate CRM in its entirety. Online, offline, manual and automated systems should be synchronized with CRM to give optimum performance. It is akin to an orchestra where every member has a role to play and in rhythm.

As mentioned earlier, one should not expect miracles to happen by simply implementing a CRM package. Practical, level headed approach to the entire process would give reasonable dividends. Keeping systems and processes aligned with CRM will certainly produce positive results. CRM can certainly prove to be useful as long as the expectations are reasonable.