Why CRM projects fail and how to stop it happening in the future
You may have heard about failed CRM projects. Why does this happen?
There are often many reasons why a CRM project might fail. Putting a CRM system into a well-established company with a lot of staff and set of processes is complex. Many elements can potentially go wrong if they are not implemented with careful rigour and planning.
But the people involved in the project, including any stakeholders, may be a core factor in the CRM project’s failure, as well. It is vital to get buy-in from the top level, ideally the business owner and the senior management team.
These high-level stakeholders are responsible for every other part of the business, so they need to make sure that the CRM system will be beneficial across the board, from sales to service to finance. A change in CRM is actually a cultural change in the business. The CRM system will underpin everything your company does, from building a foundation of customer communication to maintaining customer relationships. Therefore, you want to ensure buy-in from the top. Without the support of senior management, your CRM project will not be fully appreciated, and will ultimately fail.
Another reason that CRM projects fail is poor implementation. You will notice significant problems in your project if there are no project task lists or specification documents that outline what will be included in the project. Without an agreed-upon scope or clear deliverables, the CRM project will be tenuous at best. In contrast, a successful CRM project requires careful planning. It is important to be clear, detailed, and explicit in terms of robust project management to ensure the success of a CRM project.
In addition, you need to consider how the people who are building your system will interpret your business requirements. You will want to include business analysts who understand how your business operates, what you have accomplished so far, what you want your business to do in the future, and how your current systems perform. What gaps in your existing systems could be filled with a system like Microsoft Dynamics 365? The goal of implementation is to bridge those gaps and improve the current functionality of your business systems.
To avoid your own CRM project failure:
- Ensure buy-in from the top level.
- Use good project management skills.
- Plan ahead for the configuration and implementation of the system.
- Provide quality training and support.
I hope that you have a better idea of why CRM projects can fail, but also what can make a successful CRM project.