Marketing

Successful implementation of the system despite tight clocking – eCommerce Magazine

Aligning business processes with customer relationship management is a complex undertaking: it is not only a matter of managing a complete systemic realignment, but also of integrating inventory data, processes and formats into the new system. In addition, the Workflow for everyone involved be designed in such a way that a return to daily business is achieved as quickly as possible and without any friction losses. If there is little time available for implementation, even small errors can endanger the entire project. Jürgen Litz from cobra gives five tips on what managers should consider when implementing CRM.

1. Good preparation creates a time buffer

The CRM specification forms the basis for the implementation of customer relationship management software. In it, those responsible document the goals to be achieved, including the requirements for the project and the tasks to be accomplished. The booklet thus serves as a common thread for the overall process. The to-do points are given structure by specifying the respective priority. Anyone who already invests around 30 to 50 percent of the time available in the preparation of a CRM implementation generates a buffer for unforeseen events.

2. CRM implementation: transparent handling of those involved

One thing is certain: Integrating CRM software means changes in essential company processes. Despite all the advantages of customer-centered data management, they are not met with euphoria from everyone involved. In order to achieve the greatest possible support among employees, transparent communication about the project proves to be all the more important. By maintaining an open exchange and being open to criticism and suggestions, those in charge gain approval in their own ranks, which has an overall positive effect on the further course of the process.

3. CRM introduction: Unexpectedly comes often

What works when it comes to employee management is also increasingly being used in project management: agile working methods such as Scrum. Compared to classic methods, agile project management enables you to react flexibly to changes in the course of CRM implementation. The key here is to question classic hierarchies, process flows and planning requirements and to involve employees and customers intensively in the project implementation.

4. Tailor-made works better

The fewer points of friction a CRM software has, the faster it will be implemented. By tailoring the tool to the individual needs of the user prior to commissioning, on the one hand, the user friendliness increases and, on the other hand, gives those responsible a time advantage. If user requirements and software functions already fit well, there is no need for readjustments at these points, which interrupt the overall process. In this way, users can quickly do their day-to-day business with CRM support even more efficiently.

5. CRM implementation: all in one boat

The involvement of stakeholders can also be recorded as essential for the successful execution of a CRM project – in the sense of an agile way of working. As part of the CRM implementation, sensitive customer and employee data is generated, which is why the staff or works council must be involved in reviewing and approving the project. If this happens as early as possible, those responsible will avoid the project stalling at this point.

Cobra Jürgen Litz
Jürgen Litz is managing director of cobra – computer’s brainware GmbH.

About the author: Jürgen Litz is managing director of cobra – computer’s brainware GmbH based in Constance. Based on his many years of experience in customer management, he is committed to a positive understanding of data protection and data opportunities with regard to the EU General Data Protection Regulation. Before 2009, Litz was Managing Director Sales and Marketing at the branded company ADO-Goldkante for eight years. The cobra – computer’s brainware GmbH develops and sells innovative CRM solutions made in Germany. The cobra CRM solution focuses on cross-departmental customer information and thus improves customer care, campaign and lead management as well as the optimization of work processes. (sg)

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