Dear Visitor,

Our system has found that you are using an ad-blocking browser add-on.

We just wanted to let you know that our site content is, of course, available to you absolutely free of charge.

Our ads are the only way we have to be able to bring you the latest high-quality content, which is written by professional journalists, with the help of editors, graphic designers, and our site production and I.T. staff, as well as many other talented people who work around the clock for this site.

So, we ask you to add this site to your Ad Blocker’s "white list" or to simply disable your Ad Blocker while visiting this site.

Continue on this site freely
  HOME     MENU     SEARCH     NEWSLETTER    
CUSTOMER RELATIONSHIP MANAGEMENT NEWS. UPDATED 13 MINUTES AGO.
You are here: Home / CRM Systems / Overcoming the Challenges of CRM
Overcoming Key Enterprise CRM Challenges
Overcoming Key Enterprise CRM Challenges
By Jennifer LeClaire / CRM Daily Like this on Facebook Tweet this Link thison Linkedin Link this on Google Plus
PUBLISHED:
APRIL
30
2012

Relevant Products/Services challenges are still a reality in today's market. The question is: How do you overcome them? In our last installment, we asked some industry watchers to identify what they view as key challenges for CRM in the Relevant Products/Services.

Now, these same experts are offering insights on how to overcome these challenges. The bottom line is getting buy-in throughout the organization, from the cubicle worker to the executive suite. How you do that, though, requires an intentional strategy.

Monitoring and Articulating

We started by asking Saby Mitra, a manager at ZS Associates, a global sales and marketing consulting firm, how to tackle the user adoption challenge. As he sees it, a comprehensive user adoption strategy is a key enabler for successful CRM implementation and adoption.

"Alignment on the benefits and risks of the CRM solution is required at multiple levels ranging from executive management to field sales," Mitra said. "It is imperative that headquarters continues to monitor and articulate to sales reps how the solution can make them more successful in terms of improved commercial performance and productivity."

Besides compelling value articulation, specialized trainings such as iPad usage, formal coaching and incentivized reward programs can aid with improved adoption, Mitra said. What's more, he continued, alongside headquarters, executive management can play an important role in CRM usage by appointing and empowering CRM Champions as change agents who can help the organization embrace CRM.

Understanding the Impact

Marshall Perez, a partner with marketing-recruiter Chief Outsiders, offered us some clear strategies for incorporating CRM into the daily grind. It all begins with senior management clearly understanding the direct impact on increasing revenue.

"They need to understand that a good CRM [system] actually captures the Relevant Products/Services and keeps them customers. Once there is buy-in from senior management, the entire organization needs to be motivated to embrace the CRM technology and make it work internally," Perez said. "It needs to become the new culture of the organization."

Personally, Perez stays on message to motivate teams. The message he uses: "Let's efficiently capture the client and the prospect, so we can make them customers for life and increase revenue."

Finding Success Stories

In order to implement CRM, Perez said a team leader needs to be empowered and supported by senior management to drive the process of changing the culture. Goals, objectives, strategies, action plans and responsibilities need to be clearly defined and communicated upfront.

"Metrics need to be identified to measure the progress and impact. Routine communication on the progress of implementation and impact of implementation must be reported throughout the organization," Perez said.

"This is essential to changing the culture and gaining ownership and commitment. Success stories help. Organizations need to celebrate the implementation and draw attention to the positive impact."

Tell Us What You Think
Comment:

Name:

Like Us on FacebookFollow Us on Twitter
MORE IN CRM SYSTEMS
CRM DAILY
NEWSFACTOR NETWORK SITES
NEWSFACTOR SERVICES
© Copyright 2016 NewsFactor Network. All rights reserved. Member of Accuserve Ad Network.