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    IMPLEMENTATION OF A CRM SYSTEM

    The ultimate guide to implementing a CRM system!

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    Is the introduction of a CRM system your next goal? Then you should be aware of what you want to achieve with the implementation of a CRM system, what prerequisites you need to create for this and which system it should be. Once all this has been clarified, create a schedule for the phases of the CRM system implementation. You will find numerous aids below.

    For those in a hurry: Download "15 steps to CRM".


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    The goal of a CRM implementation

    Optimization of customer loyalty

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    The aim of a CRM introduction is to systematically acquire new customers and improve the loyalty of existing customers.

    How the CRM system is to be used in detail depends on the individual requirements of a company. However, the focus is always on the systematic collection, management and use of customer data. This data forms the basis for improving customer care and satisfaction.

    The individual CRM strategy is implemented using software-supported processes and data analyses. The knowledge gained enables well-founded, customer-oriented decisions to be made. An effective CRM system not only increases customer satisfaction, but also relieves the burden on employees by optimizing work processes. This leads to an increase in efficiency throughout the company and can ultimately contribute to a higher closing rate and increased customer loyalty.

    For more details, read our blog article Benefits of CRM.

    Prerequisites for successful CRM implementations

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    Before the concrete steps for the introduction of a CRM system are planned, it is advantageous to ensure that certain prerequisites are met. These can be categorized on different levels.

    Strategic level

    At a strategic level, you should incorporate a concrete CRM strategy into the corporate strategy if one does not already exist. This means asking yourself what goals are set in relation to dealing with customers and their development. These could be sales targets or the planned expansion of certain customer segments, for example. It makes sense to define concrete parameters for measuring success at this stage.

    If necessary, a new strategic direction can also be accompanied by more fundamental adjustments.

    Organizational level

    A very fundamental prerequisite for the introduction of CRM is also the evaluation and possible adaptation of your company organization. This includes evaluating the existing business processes and determining which processes may need to be adjusted or optimized. You should define workflows and all contact points along the customer journey in order to fit the CRM system optimally into your business model.

    Part of the structural requirements for the implementation is also the definition of a CRM manager as project manager and a CRM team made up of key users from the various departments, such as sales, service and marketing. This serves to ensure a structured project process and the integration of any divergent requirements from different areas of the company.

    Employee level

    The last point mentioned is also directly linked to the necessary on-boarding of employees. Involve as many employees as possible in the development of the CRM system requirements via the CRM team. In this way, you can anticipate later points of friction as a first step.

    Also communicate the benefits that a CRM system can bring and make it clear that these benefits depend to a large extent on whether everyone involved works with the CRM software comprehensively later on. See also the YouTube video for an overview of the functions. Empowering and motivating employees is a fundamental prerequisite for a successful CRM introduction.

    Cultural level

    Make an effort to ensure that your corporate culture is clearly focused on customers and their needs. If customer orientation is firmly anchored in the company, it is easier for everyone involved to think and react accordingly. In addition, a clear line also supports employee motivation.

    A CRM sponsor, for example, is also crucial here. Ideally, this person is part of the management, is convinced of the CRM project and actively drives the implementation of the CRM strategy and system. This is a prerequisite for company-wide acceptance of the CRM system introduction.

    Choosing the right CRM system

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    Once the above requirements have been met, you can start choosing a suitable CRM system. When researching and sorting the various CRM software providers, you can use a few criteria as a guide, which we will give you a brief overview of here.

    Further information on selection can be found on our wiki page CRM selection with a system.

    1

    First selection:
    Create long list

    • Your company size or scalability of the software
    • Your number of users
    • Your IT infrastructure
    • System requirements of the software
    • Industry knowledge of the provider
    • The "must-haves" features you have identified

    You can also discover nine questions you should ask yourself when comparing CRM in our blog article. You can compare your choice of providers quickly and easily with our CRM requirements overview checklist.

    2

    Narrowing down:
    Create a short list

    You have now created a specification sheet in the CRM team that contains your requirements for the CRM system. You now send this to the software providers on the long list for an inquiry. You will then receive an offer and the completed specifications back.

    Based on a detailed comparison of the providers, you narrow down your selection to a short list of around four CRM systems.

    3

    Narrower selection:
    Create a short list

    The providers on your shortlist will now invite you to personal presentation appointments where the CRM software will be presented in detail. In addition to the specific functions presented and the user interface experience, it is the chemistry between you and the software provider that counts.

    When selecting a CRM system, you should ensure that you have a good relationship of trust with the software manufacturer. The exciting part of the CRM implementation only begins at the moment of selection.

    A successful project plan

    1. the most important phases and milestones of a CRM implementation

    As you have probably already noticed, there are several steps to take from the start of the CRM project to the go-live of the new CRM system. We have summarized the most important phases and milestones for you in the following model so that you can easily get an idea of a successful project plan.

     

    2. project plan CRM implementation - a phase model
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    The starting signal:

    Starting signal: Internal announcement

    The management level decides to introduce CRM. There is usually a CRM sponsor who is particularly active in promoting, representing and disseminating the project.

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    Phase 1: CRM strategy

    Milestone 1:
    CRM strategy paper

    The management level develops a CRM strategy that is implemented in the company's strategy. This includes goals and values in relation to the company's customer relationships.

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    Phase 2: Organization

    Milestone 2:
    CRM Manager

    A CRM manager is appointed to drive forward the strategic and technical integration of CRM in the company. This can come from an internal position or be hired externally.

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    Phase 3: Find key users

    Milestone 3:
    CRM team

    The CRM manager needs support from the various departments of the company for the following phases of the CRM implementation project plan. They will look for various key users who will work with them as a CRM team to work out the requirements for the software.

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    Phase 4: Actual & target analysis of the departments

    Milestone 4:
    Specifications

    In order to define the requirements for a CRM system, the first step is to determine the existing processes and conditions in the various departments. The CRM team supports the CRM manager in this process. The collected prerequisites and requirements for the CRM system result in the specifications.

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    Phase 5: Selection process

    Milestone 5:
    CRM system selected

    With the help of the specifications, suitable CRM systems are now searched for in several steps from a long list to a short list. Live presentations and CRM advice from the providers help to filter out the software that fits best from the shortlist.

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    Phase 6: CRM workshop

    Milestone 6:
    Specifications

    Once a suitable CRM system has been found, the requirements are discussed in detail in a workshop with the provider and the subsequent project plan is defined. A timetable for the introduction and the concrete presentation of the individual adaptations and integrations are written down.

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    Phase 7: Customizing

    Milestone 7a:
    If a pilot passes testing by meeting all requirements, this phase is considered complete.

    Milestone 7b:
    Preliminary acceptance

    The CRM software provider is now beginning to design and implement the individual adaptations. Rolling pilot tests are carried out by the key users of the CRM team, who have already received training for the new system for this purpose.

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    Phase 8: Employee training & roll-out

    Milestone 8:
    Employee motivation, end of go-live preparation

    Employees are now receiving training to enable them to work comprehensively with the new CRM system. Well-trained employees are positively motivated to make full use of the new software. The roll-out is taking place in parallel.

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    Phase 9: Go-Live

    Milestone 9:
    Target summit reached, final acceptance of the CRM system

    Once all the preparatory steps have been completed, the CRM system goes live and the implementation is complete.

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    Phase 10: Stetige Pflege des CRM-Systems

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    Lebendiges CRM

    Es empfiehlt sich, auch nach dem Go-Live regelmäßige CRM-Audits abzuhalten, in denen auftretende Schwierigkeiten oder neue Ideen besprochen und aufgenommen werden. Praktisch ist, einen CRM-Experten aus dem Hause des Anbieters direkt dabei zu haben, um Umsetzbarkeiten sofort zu bewerten und Erfahrungen miteinzubringen.

    3 CRM implementation becomes a CRM project

    In fact, phases 7 to 9 usually take place in a more gradual process than our model above. According to the motto "evolutionary rather than revolutionary", it makes sense to introduce the CRM system department by department, for example. In this case, your specific project plan would of course be much more complex. In addition, it should be part of every CRM project plan not to conclude the project with the final acceptance of the CRM system: a CRM is alive and wants to be maintained in the long term!

    Find out more about the phases of introducing a CRM system here

    Conclusion: CRM implementation is easier with motivation

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    The successful introduction of a CRM system depends firstly on clearly defined goals and target-oriented project planning and secondly on the motivation and involvement of employees. After all, the best CRM system is useless if it is not used.