CRM takes more than technology
Joe Burns
Joe Burns, a searchCRM reader from Syncor International, sends this tip highlighting the preparations companies must make before implementing the technology required for CRM.
With today's growth in the new technologies, it's easy to overlook some of the basics when starting a CRM implementation. Because CRM typically involves a commitment from many functional organizations in a company, it's easy to underestimate the cross-functional process changes that are required BEFORE implementing the technology. For example, it is essential that you identify potential gaps in customer data that occur in your processes prior to implementation. Taking time on the front end to accomplish this task will eliminate expensive rework and confusion during your implementation. Mastering process changes across functional areas takes time and the ability to gain commitment from those difficult personality types. Implementing the technology is the easy part - it's dealing with the personalities and processes that will hamper you in the end.
Remember, it never makes sense to automate a bad process. Take the time to understand and define your CRM business processes before selecting your technology, and you can avoid expensive mistakes. By focusing on the changes and commitments required by the different functional areas involved, you can avoid plunging your CRM effort, and your
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customers, into chaos.
Thanks, Joe. For your interest in SearchCRM we'll be sending you a free gift.
Joe Burns is the Director of Field IT Applications, responsible for application design and development for sales, operations, and external customers, for Syncor International a radiopharmaceuticals and imaging-services company in Woodland Hills, CA.
This was first published in January 2001
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