Customer relationship management (CRM) solutions like the SAP CRM, MS Dynamics, CRMnext and Salesforce used by large corporations are designed to enhance customer relations, manage existing customers throughout their lifecycle, validate and manage prospects. Increasing number of CRM software solutions are available but not all offer the same level of customization and configuration ability. In addition vendors of CRM solutions tend to embed overwhelming functionality that is negatively affecting overall performance of the software instead benefitting from the use of the system.
Small and medium sized enterprises hardly ever need CRM functionalities that are required by large companies. Thus, successful implementation of CRM software requires thorough assessment of the particular business needs of an organisation and preparedness of its staff to work with the software systems.
Ironically, a mid-sized enterprise could be harmed by implementing a CRM system due to increased complexity of operations involved in the use of CRM systems. This can be avoided by purchasing a system that exactly suits organisation"s needs and can be adopted by its users. Many CRM software are available in the market which are preconfigured to start using immediately.
Customisation or Configuration
Corporate executives in charge of IT solutions implementation should be able to distinguish between customisation and configuration of software systems. Configuration means codeless, easy to do settings, while customization is developing tailored features for specific business requirements. A custom CRM solution may include very complex development process which takes a lot of time to implement and generally not adaptable to future requirements that may arise.
A basic CRM solution is able to track sales, segment customers, and allows sales executives to manage prospects and existing customers and run marketing campaigns targeted towards specific customer segements. However, a advanced CRM solution would feature functionality designed to record and analyse sales in different territories across teams, to handle and convert financial flows in various currencies, escalation levels, assignment rules etc., that are not required by a small enterprise. Implementing a CRM system that introduces redundant functionality into your business procedures can badly affect overall business performance. CRM solutions are intended to lower overall costs of running a business, add to enterprise agility, and provide support for decision-making, while a system too complex can burden employees with worthless tasks, without providing enhanced functionality.
Time to Implement
CRM implementation can take more than a year in large corporations and such a long deployment schedule can pose risks to successful synchronisation of business processes, staff training, and adoption of new technologies. A well planned phased implementation is key to successfully impelment a CRM system and not hamper core business processes. For SMEs there are many SaaS CRMs available which can be implemented with 3-4 weeks. These are cost effective and can provide a quick return for the investment.
Training
Providing proper training to employees is another challenge to successful CRM implementation. Also small business employees often lack the training needed to work on complex software. Adoption of new software is always a stressful process for all parties involved, including on-site and third-party personnel engaged in CRM implementation. However, proper training is required to take full advantage of CRM solutions and use their functionality to gain maximum benefits.
Small and family businesses can opt even for a free CRM solution, however, a handful of vendors offer free CRM products that have acceptable support options. Some free
CRM solutions do not provide support or upgrades at all, which makes them suitable only for really small businesses that employ a few people and do not deal with a relatively large number of customers.
