Why CRM systems fail is rarely about the software. In the video, Mark Pullar explains that projects tend to go wrong when the people commissioning and implementing the system don’t ask the users what they need it to do.

Senior people still need to be involved. They provide buy-in, vision, the reason for the project and sign-off. But the people using the system day in, day out also need a voice.

Mark’s advice is to work out who your good adopters are and involve them early. They become the boots on the ground who understand current processes and bring the rest of the business along. Without them, functionality misses the mark, training is thin, adoption stays low and the system gets blamed. Sometimes its reputation is damaged beyond repair and the business moves to another system.

The practical outcome is simple. Involve users from the start and throughout, and build a project team with advocates for change.

Quick takeaways

The software is rarely the root cause. CRM projects fail when users aren’t asked what they need the system to do.
Involve senior people and everyday users. Seniors give buy-in, vision, purpose and sign-off. Users know how the work really happens.
Expect three groups. Most businesses have good adopters, people resistant to change and people in the middle.
Recruit your good adopters early. They become advocates who help bring the other two thirds of the business along.
Training has to be built into the team. Without it, user adoption stays low.
A blamed system can be damaged beyond repair. That can force a move to another system.
Involve users from the start and throughout. Build a strong project team with advocates for change.

Why CRM systems fail: the missing voice of the user

Yes, you need senior people involved. They matter for buy-in, for the vision, for the reason behind the project and for signing it off.

But the users are in the system all day, every day. Think 37 to 40 hours a week. They have to be part of the process.

Who should be involved in a CRM project?

Senior people: for buy-in, vision, purpose and sign-off.
Day-to-day users: the people who understand what happens in the business right now.
Advocates for the system: the good adopters who can speak up for the change.

Involving your CRM advocates early

In most businesses, users split into three groups:

Good adopters.
People who are resistant to change.
People in the middle.

Get the good adopters and advocates involved in the project. If you don’t, you have no boots on the ground. You have nobody who understands the current way of working, speaks up for the move to the new system and helps bring the other two thirds of the business along.

What happens when a CRM project ignores its users

Without that involvement, the project is doomed. People complain that the functionality doesn’t do what it should. There isn’t enough decent training embedded in the team, so user adoption is low.

And then the system gets blamed.

We see this time and time again. The reputation of the system can end up so damaged that it’s sometimes irrecoverable. Then you’re back to moving to another system. Microsoft covers this in its guidance on planning for adoption and change management in Dynamics 365 projects.

How to build a CRM project team that works

Get your users involved right at the start and throughout. Put together a good, strong project team with advocates for change. They’ll take the project forward and help give it the best chance of success.

Who to involve in your CRM project: checklist

Use this before the project starts, and again as it moves forward.

Senior people

Someone senior has bought into the project.
The vision and the reason for doing it are clear.
Someone has the authority to sign off the project.

Everyday users

The people who use the system 37 to 40 hours a week have been asked what they need it to do.
You’ve heard from the people who understand how things work today.

Your good adopters

You’ve identified who the good adopters and advocates are.
They’re part of the project team, so you have boots on the ground.
They’re ready to speak up for the move to the new system.

The rest of the business

You know who is resistant to change and who sits in the middle.
Your advocates have a role in bringing those colleagues along.

Training and the project team

Training is built into the team from the start.
The project team has advocates for change who will take it forward.
Users are involved from the start and throughout, not only at go-live.

Frequently asked questions

Why do CRM implementations fail?

In our experience, the software is rarely the cause. Projects tend to fail when the people running them don’t ask everyday users what they need. Functionality then misses the mark, training is thin, adoption stays low and the system takes the blame. If you’re planning a CRM project on Dynamics 365, our Dynamics 365 Sales implementation work starts with talking to the people who’ll use it.

Who should be involved in a CRM project?

Both senior people and everyday users. Senior people provide buy-in, vision, the reason for the project and sign-off. Users work in the system all day, so they understand how the business actually operates today. Include your good adopters early as advocates.

How do I get staff to use a new CRM system?

Involve them from the start and throughout the project. Identify your good adopters and make them advocates. Build proper training into the team too. That gives you people who understand current processes and can bring the more hesitant colleagues with them.

How do I handle staff who resist a new CRM?

Expect it. Most businesses have good adopters, resistant users and a group in the middle. Involve the good adopters early so they can advocate for the change and help bring the other two thirds along. Consistent training also matters.

Can a CRM system recover from a bad reputation?

Sometimes, but not always. Mark has seen a system’s reputation become so damaged that it was irrecoverable, leaving the business to move to another system. Involving users early and embedding training is the safer route.

What should a CRM project team look like?

It should be strong and include advocates for change who will take the project forward. That means senior sponsorship plus users who understand day-to-day work. Technical and project roles matter too, such as a project manager, trainer and business analyst. Plan a Dynamics 365 implementation strategy

About Mark Pullar

Mark Pullar is the founder of All My Systems, a Microsoft Dynamics 365 consultancy based in Hebden Bridge, West Yorkshire. He has 25 years’ experience in IT and senior management, holds an MSc in Information Systems Management, and is a Microsoft Certified Professional in Dynamics 365. Mark set up All My Systems in 2014 to bring proper business systems to small and medium sized companies, and he shares practical lessons on productivity and running a business along the way. Read more about Mark’s story and how All My Systems began.