For many years, Customer Relationship Management (CRM) solutions have been considered a necessity for healthy, functioning companies.

While implementing a CRM solution within your company requires an initial investment of time and resources, a smooth deployment leads to many benefits, including:

• Increased profitability
• Higher customer loyalty
• Increased employee satisfaction
• Added efficiencies

Effective CRM implementation requires understanding the importance of setting up your CRM program, followed by proper preparation and a plan creation. Below you will find the most pressing problems that are encountered in CRM implementations. To ensure a successful CRM implementation, make sure to avoid these common mistakes:

Mistake #1: You don’t need to worry about the big picture at first. You have time to assess that later.
In order to create an effective tool for managing contacts through a robust CRM program, look beyond the tools and technology. See the entire picture of the CRM program by creating goals for the program — look at it as a business plan. Don’t jump into a CRM solution without outlining clear and concise expectations.

Solution proposed:
First, decide what you want to achieve through the deployment of CRM by setting goals — then set up business processes accordingly and implement the system.

Mistake #2: You don’t need to involve future users of the process during CRM planning and implementation.
You must involve users of the process/program from the very beginning of your CRM implementation. If you don’t, expect major pushback or even outright refusal to use the solution. Don’t stress out your program users by not involving them early on. If you do wait, expect system users to become anxious over not knowing what is coming next and what the expectations are. Each phase of the CRM deployment should be completed and tested before being put into full operation, otherwise you risk the trust of users and generate considerable frustration.

Solution proposed:
Ensure that future users of the system are involved as soon as possible during the process of system implementation. The system also must benefit both company management and users. It is advisable to communicate the benefits of CRM deployment early on in the process. Involve all departments by having a liaison who works with the customer to understand the CRM process and the ultimate goal of providing impeccable service.

Mistake #3: It’s OK to deploy everything at once.
There is no shortcut to gaining instant success with a CRM implementation. Chances of instant success with a one-time implementation is unlikely. While you can confidently face your employees with a well-thoughout and effective program, if the solution is not fully prepared, you risk a total collapse and employee resistance.

Solution proposed:
During planning, create a chart that includes what is expected from a CRM system and in what stages it will be rolled out. Start with small steps and implement the solution gradually. First, implement the CRM options that generate quick benefits. Once users get used to new features, go ahead and add new “tweaks” one step at a time. Due to the nature and approach of the users, it will be easier to implement the system “backwards,” i.e., from the departments that are the most process-oriented, such as service, consultants, developers, etc. Only then implement the system into departments that are oriented for maximum flexibility, i.e., marketing.

Mistake #4: You don’t need a decision maker or connected leader to implement the CRM program.
Passing on the implementation of your program to a person who doesn’t have the leadership qualities or the power to radically streamline the procedures and processes within the company will lead to wasted time, effort, and money.

Solution proposed:
Deployment of a successful CRM program should be put in the hands of a respected and powerful leader within your company, someone who has the know-how and connections to make things happen. You need a workhorse to handle the reins! Implementation of the CRM system must be done by a person who has the full support of company management and possesses sufficient authority with the heads of each department within the company.

Mistake #5: At first, you don’t need to worry about the quality of data that you import into the CRM system.
You don’t have time to look into the quality of the information you are importing into the CRM system. But you can worry about that later, right? Wrong! Worrying about it later could be a costly mistake for both you and your customers.

Solution proposed:
Before importing data, at the very least conduct an elementary cleansing, purification of duplications, and proper data structuring. It is also important to take the time to verify the migration of data when switching from another CRM system.
Avoiding the above costly mistakes will save you time, money, and frustration, as well as allow you to keep current and potential customers happy!