Tuesday, February 11, 2014

Hati-hati, proyek CRM anda bisa gagal !!

WARNING: CRM project pitfalls ahead!

Given the scope and complexity of a typical CRM project, there are plenty of opportunities for things to go awry. And go awry they often do.
Here are some of the mistakes that most commonly undermine your CRM initiative, as nominated by a panel of experts.
For those of you that are about to undertake a CRM project, take note! And for those of you that have recently deployed CRM – are there any pitfalls that we’ve missed?
Trying to do too much, too soon
“When implementing change in any aspect of a business it’s all too easy to see the end goal and want to achieve it as quickly as possible,” says Julie Hessselgrove, group president of Xerox CMS. “Instead, invest in an evolutionary manner, rather than going for it all at once. To be successful, you should consider creating a transformation roadmap based on your overall strategy and implement it incrementally.”
Webalytix CRM strategist Kate Amos adds: “Trying to do too much too soon and investing in advance CRM software before the business is ready. It is much better to start with a very basic approach and achieve success with this approach before developing a more complex CRM strategy which is support by advance CRM software.”
Failing to secure buy-in from top to bottom of the organisation
“It needs complete buy-in from the team that cascades from senior managers down,” explains Andrew Brittain, MD of digital agency Advantec. “If teams understand a system and the objectives that the whole business is working towards, then they are more far likely to buy-in to it, to use systems correctly and to start seeing results!”
Creating a CRM system without collaboration with those who will be using it
“Creating a CRM strategy and system in isolation from the people who will actually be using it is a common mistake,” notes Matthew Walko, head of strategy at Omobono. “It’s vital to understand the needs and requirements of end users and to include them in the process so that the end product is gratefully adopted, as opposed to forced upon them. The CRM system should be selected based on CRM objectives, customer needs and end user requirements.”
Failing to properly plan CRM’s integration into existing systems
“Failing to think about and plan how a CRM system will be integrated within a business’ existing operational systems can lead to problems, such as doubling up on entries or missing data,” says Brittain. “Check all the dots will be joined together. If the process is not logical and easy, it can lead to negativity and time wasting. Can all team members get what they need from the system?  Can it easily be updated? Can reports and analysis be produced quickly?”
Failing to take adoption and change management into account
“Businesses often forget to ensure CRM will be adopted by end users, they seem to neglect to introduce mechanisms for convincing users to utilise the new solution, which can cause failure of CRM implementation,” suggests Marcin Malinowski, Head of International Services at Outbox. “This should be planned in the early stages of strategy development.”
Using fragmented solutions instead of a single centralised on
“The most common mistake is to allow different business units to run their processes in different ways, with different platforms and with different suppliers,” says Hesselgrove. “This makes innovation expensive and slow. A centralised communications solution, shared throughout a company is far better practice.”
Prioritising the technology ahead of the customer
“Another common mistake is that they don’t put the customer at the centre of their strategy; they invest in a CRM software solution before creating a CRM strategy and find they are bound to the strictures that software applies to their policies and procedures,” suggests John Everhard, technical director at Pegasystems.
Focusing on quick wins rather than taking a holistic view
“Some companies choose not to look holistically at customer relationship management and instead look for ‘quick win’ solutions that on the surface may appear to have near term benefits, but in reality do not solve the bigger challenges with customer relationship management,” highlights Yossi Zohar, head of product and partner marketing, customer management division at Amdocs.
“For example, a company may want to increase online sales by installing a shiny new eommerce platform in their website, but neglect to integrate this platform into their ordering system and product catalogue. On the surface, customers may be able to order more easily, but the lack of integration may cause undetected errors in order entry that lead to order fallout, delays and customer frustration. Such mistakes also cause inconsistencies between channels. A customer that sees an offer online and then calls the contact centre to order may find that the offer is no longer available, which may cause frustration and abandonment. Other companies may choose to focus on deploying a business intelligence and analytics platform that predicts customers likelihood to switch to the competition, but do not complement these predictions with guidance to the customer-facing agents on how to handle the customer in real time.”
Underestimating the ongoing resources required to maintain CRM
“The most common mistake is to underestimate the time it takes to maintain an up to date CRM system, keeping contacts / notes up to date and ensure all staff are involved and working smartly with the same system,” says Sylvain Reiter, Development Director atCyber-Duck. “The biggest failing of any CRM is neglect, this comes through lack of/poor procedures or incentives for maintaining and updating contacts.”
Underestimating the importance of social media to modern CRM

“When developing a CRM strategy, businesses often make the mistake of overlooking social media and failing to see it as an integral component of their overall strategy,” says Zohar. “Companies need to embrace the social media revolution and meet customers on their terms. For the most part they are not leveraging the power of social media even though, according to recent research of the telecoms industry, half of smartphone customers looking for support have complained on social media. What’s more, three out of four of these complaints are not addressed or resolved, resulting in almost 80 percent calling the contact centre. This means that operators are missing the opportunity to reduce the operating costs by deflecting calls to a low cost channel. Furthermore, they are missing an even greater opportunity to learn more about their customers, as a whopping 64 percent would share their social media identity if their problems could be resolved over social media.”


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