CRM project: 10 bad tips not to follow!

Captivea, Sebastien Riss

You plan to integrate CRM in your SME soon?

Then you have already thought it through and feel ready,but are you absolutely ready for it?

Here is some bad advice, followed by what we recommend...

 

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Bad Tip # 1 : Be a sheep, or just follow the herd

When you start looking for the perfect CRM for your business, you want to learn, and sort through different solutions? So stop this crazy race ... Remember Thierry, your colleague with whom you play tennis: he integrated a CRM in his ETI 1 year ago. Your businesses have nothing in common, but you feel it's a safe bet, because if it worked for him, why wouldn’t it work for you.

Instead, we offer this:

If you are looking for the CRM that will fit perfectly into your organization, your strategy and your goals, do not try to be like someone else. Rather you should compare different tools, and find out from experts in the field. Your company has its own specificities and your choice of CRM must take them into account.

 

Bad tip # 2: do not talk to anyone!

If you start talking to your colleagues, especially the sales manager, you're not out of the dog house. They will overwhelm you with trivial questions and queries, while you and I know that you are the only one who knows what they really need!

Instead, we offer this:

Set up a consultation with the different departments of your company. A CRM impacts everyone, from the sales department, and marketing, to the after-sales service. For successful integration, everyone's expectations and opinions must be taken into account.
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Bad Tip # 3: Do not involve users, unhappy!

You have decided not to integrate the other directions to the project, so the end users, you think well ... Between Catherine using the paper and Nicolas who refuses to change software since the dawn of time, it is better not to get their opinions. In the end, they will be obliged to go!

Instead, we offer this:

How do you integrate CRM change in the company, and keep your users happy? It's not easy, but communication is the key. Talk about the project, and involve the users from the start. This can be a real source of motivation. In addition they will not only be motivated, but they will also feel involved. Therefore, bring a field vision to optimize productivity. Ultimately this will be easier to adapt to the new process, and everyone wins !

 

Bad tip # 4: the software company? We do not care !

Have a tool that incorporates the latest technologies, and why not new modules while we are at it? Once the choice is made and the tool installed, no more questions about changing anything.

There are thousands of CRMs on the market. Why not take the one with the nicest name? How about the one that has been around the longest? The one that has already worked with hundreds of companies, and that it was developed by a freelance or a novice editor … you may think it doesn’t matter.


Instead, we offer this:

Check the publisher behind the software. Is it an internationally recognized company, with a consistent history and strong growth? And beyond its solidity, does the publisher know how to innovate and be visionary on CRM issues? Taking a look at the Gartner Magic Quadrant is always nice.
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Bad Tip # 5: The Key to Success: An Independent Tool

Already integrating a CRM will take time. It alone will be a handful, so what make it worth trying to connect with the other tools of the Information System already existing .

An example would be, what if your sales staff just exported CSV, what does it matter their Excel refuses to format them correctly.

Instead, we offer this:

The CRM tool is not a separate database, living in isolation from the rest of the information system. When you hear about the customer's 360 ° vision, or customer journey, it is essential to connect the CRM application to the rest of the tools of your company's IS and verify its perfect integration into existing software, by gateways, connectors, or API programming interfaces that are simple to understand for your technical teams.

 

Bad tip # 6: No need to name a project manager

A CRM project is not necessary ... Everyone is able to manage it. Which gives no need to appoint a project manager. It seems so simple even a monkey can do it!

Instead, we offer this:

Designate a CRM Project Manager, build a project team around him, including the various Business Managers involved, and give him time. Rome was not built in a day, and if your project manager is overwhelmed elsewhere, it is likely that the integration of the tool suffers.

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Bad tip # 7: mobility, we talk about it ... me!

The sales people want to have access to their data everywhere ... In my opinion, it's mainly to do well in front of the boss. In the end, these mobility stories are fairy tales. They only have to prepare for their meetings by printing the Customer files and writing their report back to the office.

Instead, we offer this:

Whether it's a cellular Internet connection or an embedded mobile application, in 2017, your CRM software must be able to meet the demands of your employees anywhere, anytime. Do not take this feature ATAWAD (Any Time, Any Where, Any Device) lightly ...

Bad tip # 8: Do not try to measure anything!

Statistics and indicators of all kinds is trendy, everyone loves it. Only, apart from creating extra work, there is not really any interest. In my opinion, it is not worth the hassle.

Instead, we offer this:

It is important to be able to determine the key indicators used to evaluate the results obtained following the CRM migration for the various services (sales force, marketing, support, etc.). In addition, these indicators must be maintained and updated to periodically re-evaluate the effectiveness of the strategy, actions and tool put in place.

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Bad tip # 9: do not think about the future, only think now!


Thinking about the future is good, but to have that in mind means you’re not enjoying the moment. When you integrate your CRM, make sure it fits the moment to a "t". No need to plan for what might happen next.

Instead, we offer this:

Obviously, finding a tool that meets your needs now is essential. However do not forget to think about the evolution of your company. Where and how much growth or change will you have in 2 years? Will your activity be structured in the same way? Your CRM must be able to adapt in all circumstances. Set yourself up for success! 

Bad tip # 10: Do not try to measure anything!

The best thing to do is go to Google Maps and look for the closest integrator to your business. At least, if everything does not go as it should, you can go complain on the spot!

Instead, we offer this:

Choosing an integrator is a challenge. There are several different criterias you should take into account. First, is he recognized in his field (check his references)? Then, is he able to accompany you throughout the process? Then, what relationship does he have with the publisher you choose?

In conclusion, ask yourself many questions, do not rely only on the geographical proximity or the word of mouth, find out for yourself who will be the best fit.

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