Ask the Expert: Your CRM Challenges

Published: 29 Sep 2020
Last reviewed: 21 Oct 2020

Each month our panel of experts will address your challenges. This month Ben Sturt from Chrysalis Digital answers some of the common challenges around CRM systems.

 

We have implemented a new CRM system, but this is not working as the team have not adopted this as we hoped – what can we do?

 

Adoption is one of the most important elements of implementing a new CRM system and often deprioritised during the planning. If this has not worked as planned we can suggest some steps to help smooth out the transition. These are similar to the steps you should take when planning the implementation, retrospectively is harder and you have to be very consistent.

  • Lead from top-down – ensure that the management team are using the system consistently and asking for reports created from the system, this will ensure that the team see the importance of having the data there and correct. This will save time ultimately and the benefits will be seen by all.
  • Put a training plan in place, face to face can be tricky now so schedule some regular webinar sessions, also some help virtual clinics which people can drop into if they have an issue. If a user is not able to get support fast (at the beginning) this can undo all your hard work. Your CRM supplier may help with some of the training but this is a culture change and therefore needs to be driven from the top of the organisation. 
  • Create some super users across your team that can offer immediate support peer to peer – the superusers can be given an incentive to help you spread the message.
  • Being consistent is important – if your team members see that the management team are not adopting the system they won’t. Creating a management of change plan (MoC) can help you stay on track/ review and adjust your plan as you move forward. Remember to keep this going, this is not something that you can do once and everyone will be happy.

 

 

We were starting our evaluation of our digital tools, COVID19 has pressed the urgency, therefore, we have adopted and implemented digital tools to keep the lights on - we don’t want this effort to go to waste but we need to take a step back and evaluate. – What are the next best steps?

 

This is a period that people have had to make digital technology work for them, the importance of digital social interaction and community is vital. As you have said above you don’t want to let all this work go to waste, many of the plans you have had to put in place rapidly, sticky plasters on systems and technology to make things work can be tweaked and enhanced to make them work more permanently, you need to ask yourself a few key questions to make sure that you focus the efforts.

  • Are you trying to do too much, is your effort focused? Doing less, more frequently and better will make the difference. Experimentation and pilots are a great way of working to see the impact and test real benefits, working iteratively is key. While your ultimate plan may take a while to achieve, ensure that you have shorter projects and work cycles that can be measured and you can see outcomes along the path.  It is vital.
  • Do you work across the business today? Collaboration is everything when adopting a more digital approach, this is not easy but the benefits to the organisation will be amazing. Throwing together departments and cross-functional teams will build trust and partnership where no challenge is too big. This enables an individual’s strengths and weaknesses to be learnt, therefore improving future collaborations.
  • Are your decisions based on fact or gut feeling? Never have you had the ability to gather so much data on your member’s behaviour. Digital produces data, all interactions leave a trace.  Think of it as a series of footprints, follow the trail and you can discover so much about your members. Using these digital footprints helps you to make informed decisions and directs the path to follow, reducing the need for just gut feel. It’s easy to drown in data, so only use the findings you can draw actions from and where you can use that data to learn or make recommendations for improvement. We made a 3 min video a while ago on using google analytics which is a free and simple tool and will give you a lot of insight on your website users – if you are interested take a look https://bit.ly/2UaQpth.

We'll be featuring more challenges next month so do email your questions to us.

 

Ben Sturt is Managing Director of Chrysalis Digital