The Five Critical Success Factors of CRM

Executive Sponsorship 1.

CRM should be implemented in support of the

business goals, aims and strategy.

The EXECUTIVE TEAM should be actively

involved in driving CRM as a strategic tool to help

achieve these objectives.

Why is Executive Sponsorship a Critical

Success Factor?

Vision

Set out the goals and vision of the

CRM inline with the overall company

plans and strategy.

1

2

Assist with Change

CRM is often a catalyst for change

and executives have a role in

understanding and mitigating those

changes and reducing the potential

fear of change.

Critical Decisions

Executives have a responsibility to

be ready and prepared to make

critical decision when needed.

3

4

Communication

Communicate the goals and vision of

the CRM to the organisation. Ensure

everyone understands why this is

being undertaken.

Executive Sponsorship 1.

Implementation Approach 2.

To avoid the big bang approach and

manage an evolution style phase

Implementation.

Why is a good Implementation Approach

required?

1

2

3

4 Manage Expectations

Agree scope for each phase and

ensure everybody’s expectations are

inline with the planned deliverable.

Scalable

The overall methodology should be

flexible enough to cope with small

phases and larger more complex

phases.

Clear documentation and

terminology

Ensure appropriate levels of

documentation are maintained and

that terminology used allows it to be

clearly understood by all parties.

Resources

Allows for optimal (cost

effective) use of all available

resources both customer and

partner.

Implementation Approach 2.

The Data Factor 3.

Why is data so important?

Data is the LIFE BLOOD of a CRM

System.

The QUALITY of the data directly

relates to the HEALTH of the overall

health of the system.

1

2

3

The Data Factor 3. User adoption

Poor quality data is one of the key

factors most commonly the cause of

low user adoption.

The costs

The cost of correcting, updating,

importing, integrating data can be

considerable. These are often

underestimated. However, the cost

of not considering this area

seriously will be even greater.

Confidence

Inaccurate, duplicate, out of date data

leads to low confidence in the output

from CRM particularly around

forecasts, reporting, mail merging etc.

The Right Partner 4.

To avoid the pitfalls and BENEFIT from

others experience to achieve a better

SOLUTION.

Why look for the right help?

1

2

3

4

Your CRM guide

Help you to navigate through the CRM

journey avoiding common pitfuls.

Bring value to the project

An external party should add value

to your project because of their

previous CRM experiences.

Business Process

Help you to identify improvements

and best practices for your

businesses.

Industry Experience

An external party may be able

to bring further industry related

experience.

The Right Partner 4.

The Right Technology 5.

The best technology in the world does

NOT guarantee the BEST CRM project.

Why look for the right technology?

Build or buy

This is a key decision. Building can be

appealing but can be considerably

more expensive in the longer term.

1

2 Off the Shelf

Consider any off the shelf solution

for its flexibility, so that it can be

customised to meet your business

needs.

Partner/User community

A strong technology will invariably

benefit from a strong community of

both partners and customers. Be

sure to make use of these

communities to assist you in your

choice of technology.

4

3 Accessibility

Consider your needs around access

and where the system is located.

Does it offer the options for multiple

device access as well as hosted or

on premise installation.

The Right Technology 5.

Thank you!

To view videos and learn more visit:

www.qgate.co.uk/qgate-we-make-crm-work

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