How can you measure the success of a CRM change management project?

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Implementing a new CRM system or upgrading an existing one can be a complex and challenging process. You need to plan, communicate, train, and monitor the changes to ensure a smooth transition and a positive impact on your business. But how can you tell if your CRM change management project is successful? How can you measure the benefits and outcomes of your CRM initiatives? In this article, we will discuss some key metrics and methods to evaluate the effectiveness of your CRM change management project.

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Simon Bennett

Adtech | Privacy | Revenue Operations | Strategy

1 Business goals alignment

One of the first steps to measure the success of your CRM change management project is to align it with your business goals and strategy. What are the specific objectives and outcomes that you want to achieve with your CRM system? How do they relate to your overall vision and mission? How will you measure them in terms of revenue, profitability, customer satisfaction, retention, loyalty, and referrals? By defining and communicating these goals clearly, you can set the direction and expectations for your CRM change management project and track its progress and impact.

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Simon Bennett

Adtech | Privacy | Revenue Operations | Strategy
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Identity your biggest current challenges e.g. customer churn, sales channel conflict, ... and address through CRM. Make sure processes and the CRM align to ensure CRM paperwork is not viewed as a necessary evil but an enabler. Ensure any metrics included in the CRM are understood (conceptually and how to measure). Finally, review in stakeholder groups to track progress, and maintain business buy in.

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2 User adoption and satisfaction

Another important metric to measure the success of your CRM change management project is the user adoption and satisfaction. How many of your employees are using the new or improved CRM system? How often and how effectively are they using it? How satisfied are they with the features, functionality, usability, and performance of the CRM system? How well does it meet their needs and preferences? How much support and feedback do they receive from the CRM team and management? By collecting and analyzing these data, you can assess the level of engagement and satisfaction of your CRM users and identify any gaps or issues that need to be addressed.

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Simon Bennett

Adtech | Privacy | Revenue Operations | Strategy
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Involve your users' early on, both to understand their needs (and consider an App for out of office sales folk), but more importantly get buyin. Post launch you can use the same user group to provide a "steering user group" to drive improvements. You are likely to find groups of users with lower adoption, therefore address why this is and rectify. There's no point investing in a CRM without almost universal adoption, therefore a golden rule could be "no CRM, no commission" i.e. use the CRM to drive commission payouts. This helps sales' adoption, which is the first step to company wide adoption.

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3 Customer behavior and feedback

A third metric to measure the success of your CRM change management project is the customer behavior and feedback. How has your CRM system affected your customer interactions and relationships? How has it improved your customer service, sales, marketing, and retention efforts? How has it enhanced your customer experience, satisfaction, loyalty, and advocacy? How has it increased your customer lifetime value, revenue, and profitability? By gathering and reviewing these data, you can evaluate the impact of your CRM system on your customer outcomes and perceptions and adjust your CRM strategy accordingly.

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4 Process efficiency and quality

A fourth metric to measure the success of your CRM change management project is the process efficiency and quality. How has your CRM system streamlined and automated your business processes and workflows? How has it reduced your operational costs, errors, and risks? How has it improved your data quality, accuracy, and security? How has it enabled your collaboration, communication, and coordination across your teams and departments? By measuring and comparing these data, you can determine the benefits of your CRM system on your business performance and productivity and optimize your CRM processes.

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5 ROI and value

A fifth metric to measure the success of your CRM change management project is the return on investment (ROI) and value. How much did you invest in your CRM system in terms of time, money, and resources? How much did you save or gain from your CRM system in terms of revenue, profitability, customer satisfaction, retention, loyalty, and referrals? How long did it take to break even and achieve a positive ROI? How much value did you create or deliver with your CRM system in terms of competitive advantage, innovation, and growth? By calculating and comparing these data, you can justify the costs and benefits of your CRM system and demonstrate its value to your stakeholders.

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Simon Bennett

Adtech | Privacy | Revenue Operations | Strategy
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Revenue and efficiency changes are based on "what if" history which is difficult to measure whilst systems and processes take time to bed in. Proof points include two sellers not "going after" the same prospect, improved client retention and upselling/cross-selling. If the CRM triggers processes e.g. upsell then it's easy to see cause and effect, however a true ROI figure might never be known, although if you are migrating from one platform to another CRM platform, focus is on improved efficiencies.

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6 Continuous improvement

A sixth metric to measure the success of your CRM change management project is the continuous improvement. How do you monitor, analyze, and report your CRM data and metrics? How do you use them to identify and prioritize your CRM opportunities and challenges? How do you implement and evaluate your CRM actions and solutions? How do you solicit and incorporate your CRM feedback and suggestions from your users and customers? By following these steps, you can ensure that your CRM system is always aligned with your business goals and customer needs and that you are constantly improving your CRM performance and results.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Simon Bennett

Adtech | Privacy | Revenue Operations | Strategy
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Multiple CRM platforms within the same company don't normally work, due to customer overlap, different processes, etc. This seems obvious, but companies sometimes have multiple CRMs. Why? Generally when the country manager / general manager has hands on approach to the CRM and has used different platforms in the past. Detach by providing management level reporting removing the need for logging in, as well as providing "proof points" of a better system/process approach.

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How can you measure the success of a CRM change management project?

1

2

3

4

5

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7

1 Business goals alignment

2 User adoption and satisfaction

3 Customer behavior and feedback

4 Process efficiency and quality

5 ROI and value

6 Continuous improvement

7 Here’s what else to consider

Customer Relationship Management (CRM)

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How can you measure the success of a CRM change management project?

1

2

3

4

5

6

7

1 Business goals alignment

2 User adoption and satisfaction

3 Customer behavior and feedback

4 Process efficiency and quality

5 ROI and value

6 Continuous improvement

7 Here’s what else to consider

Customer Relationship Management (CRM)

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