CRM Solution Software

CRM Software Solutions

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CRM software blueprint
An Executive's Guide to CRM Software

Marketing System Post-Implementation Pitfalls

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The number one CRM and marketing system post-implementation pitfall is not reviewing the project relative to prior baseline performance and previously established goals. Almost eighty percent of marketing system installations labeled as successful included a post implementation review phase with defined objectives, methodologies, and a specific time frame.

Think about it. It makes sense that the last phase of every project should be a detailed analysis of every stated objective and every automated process. The most successful marketing system implementations actually schedule multiple system reviews as part of a continuous improvement cycle.

The second major CRM system pitfall after a go-live period is so obvious it shouldn't have to be stated; failure to broadcast that the project is completed and that it is successful. The latter should be quantified according to stated objectives and measured at multiple intervals such as immediately after the go live date and quarterly thereafter.

Losing an executive sponsor can plummet the continued success of a completed implementation, and while this may not be preventable, a substitute with corresponding authority, responsibility and credibility must be appointed within the shortest time period possible. This substituted individual’s role for the project must be broadcast beyond the project team to include the entire affected organization.

If the post implementation review does not address errors, omission issues, and user dissatisfaction, and document these resolutions, system credibility will decline. Again, these must be transmitted to every individual in the department. While not every issue will warrant a remediation plan, clearly the top or most weighted issues deserve a plan for resolution.

The post implementation review period’s objectives must be tied to the continual, planned monitoring of user buy-in as a key reason for failure after a successful project, is user drop-off. Any fall off in user buy-in must be addressed and corrected timely.

Failure to plan for ongoing user education and support throughout the post implementation review period and adapt these areas to the specific recommendations of the review is a significant pitfall cited in nearly twenty percent of failed implementations.

If the top executives of the organization do not publicly recognize and salute the success of the project team members and key users, the user community may incur a ‘let-down effect’. In the majority of projects, almost every employee in the marketing department is required to contribute extra hours and effort and this should be recognized with the appropriate gratitude.

 

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CRM Introduction Real World CRM Executives Guide to SFA Marketing Automation Customer Support
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