CRM systems: when is it time to say goodbye?

CRM systems. Like so many things in life, they start out all full of attractive possibilities, but so often end in frustration, disappointment and broken hearts. After a while, it can often seem that the CRM system has stopped delivering what the business needs and it’s time to look at next year’s model.

But let’s not be hasty. I find that a new system isn’t always the quickest, cheapest or best answer. So if you suspect you’re reaching the end of the line with your CRM system, I’d like to offer five minutes CRM Relationship Counselling before you go your separate ways.

So tell me (serious face, earnest voice, steepled fingers): why do you think you need a new CRM system?

Because it doesn’t do what we need it to do

OK, that’s reasonable cause for concern. But before we chuck it in the skip, it might be worth a business analysis exercise. Keep this simple, and first of all think of the end state:

• What would the perfect CRM environment look like?
• What would be the business benefits of achieving that perfect functionality?

Think about the management information we need it to give us; ease of use; and any potential for revenue gains or efficiency savings in that ideal scenario. With that in mind:

• Can what we’ve got be upgraded or reconfigured to deliver what we want? Because if not, any extra profits or savings made will need to cover the cost of what we spend on starting again… which is often quite a lot of dosh.
• Can we get (most of) those benefits for less cash, using a rework of the system we already have?
• Or is tweaking going to be dearer than replacing?
• And is it the system itself that’s the problem? Don’t confuse the CRM system with the data that it holds.  It could be the case that the system is fine, but the data is ropey. It may seem obvious, but people often forget that without a data strategy there is no CRM…

Because it doesn’t fit with what we do any more

Once you know your end state, you then need to assess how your CRM solution supports current business processes. This area is always a challenge. Quite often, there’s a disconnect between how the system works and how the business works – as these two strands will often have diverged over time.

First, you’ll need a better picture of “how people currently work”. It’s often the case that current processes aren’t documented and there are a lot of assumptions around how things really get done around here. A warts-and-all assessment may throw up some quick wins and may even get you on the path to the end state. In that case, you’ll be able to keep what you’ve got, maybe with a makeover.

If the assessment doesn’t give you a possible solution with as-is, well then at least you’ll know what your new kit will need to deliver. And then you will only buy what you need – and therefore spend less. So there’s no down-side to this exercise.

I think there’s a tendency to forget that CRM is a product that needs to constantly evolve with your business. As customers and users change what they do, the CRM should be adapted accordingly. Over time, you can save a lot of money by keeping an eye on it and making regular adjustments.

Because people don’t use this one properly

Don’t forget about the users. They have to use this CRM day in, day out and you want them a) to bother; and b) to make the extra effort to populate it with inciteful data.  

Take a look at the system you’ve got:

• How could you make it easier for people to get it right?
• What could be better about the user interface and user experience? This is vital, especially in call centre environments. Don’t draw your own conclusions – ask the users.
• Work with the users to understand what’s in it for them to use it correctly. What motivates them to get it right?

Working through these concepts will tell you how to improve the interface: and whether the system you’ve got can achieve the standard of accuracy that you want.

That might fix most of the problems. But of it doesn’t, it’s still not yet time to phone the CRM vendors. Because….

People not using CRM properly will often be a six-and-two-threes situation. Certainly, some of the poor output from the current system could be down to it being difficult to use or non-intuitive. Alternatively – gasp! – is might equally be the case that it has been poorly trained-in to under-motivated users.

Think about what you can do on training and engaging the system users. Because whether you keep your old one, or build a new one, you’ll still have the problem of user error and misuse. Old or new, you’ll still need to reduce under-performance by improving competence and user engagement. So would diverting the technology budget to training in fact be the best use of your resources?

Because it’s not clean and shiny any more

Don’t underestimate the effort required to maintain a CRM. Many times, I have seen companies throw out existing solutions because they haven’t been maintained properly. They blithely assume their new shiny tool will solve their problems. It will for a short time: but they’ll be back to where they started in a matter of weeks unless there’s the right team in place to wash and iron their content and their capability.

So maybe, you don’t need a new system – you just need a spring clean?

Because I’ve been told about a new one with all the latest bells and whistles

Vendors will happily tell you that their solution will change your business. Of course they will – that’s just them doing their job. So the trick is not to go out to any vendors until you truly understand the problem you are trying to solve, after trying all of the above approaches. That way, it will soon become clear whether a) a particular vendor’s solution will do precisely what you need; or b) your existing solution is, in fact, as good as it gets….  

Ignition Transformation offers confidential advice for people with technological challenges.  Please see: https://www.ignitiontransformation.co.uk/problems-we-solve-getting-back-on-track