CRM database projects are essential for customer service management, as they help you store, organize, and analyze customer data. However, they also involve many risks, such as data breaches, system failures, user errors, and budget overruns. How can you manage and mitigate these risks and ensure the success of your CRM database projects? Here are some tips to follow.
Before you start any CRM database project, you need to assess your needs and goals. What are the main problems or challenges you want to solve with your CRM database? Who are your target users and customers? How will you measure the impact and value of your CRM database? By answering these questions, you can define the scope, requirements, and objectives of your project, and avoid unnecessary or unrealistic features.
The most important word in the acronym CRM is “R” for relationship. Ultimately, a CRM is there to manage external relationships such as customers, prospects, leads, and even suppliers or service providers. It is this objective that enables a business to scale and grow sustainably. The mistake I experience CEOs make about their CRM is focusing more on the features than on the ultimate objective of managing relationships centrally in order to achieve in growing their business. So, in addition to considering the features, make sure the core objective centers around relationships.
Before initiating a CRM database project, assess needs and goals. Identify specific problems like inefficient communication, disorganized data, or lead tracking issues. Clearly outline goals such as improving customer relationships or streamlining sales processes. Understand target users (sales, support, marketing) and your customer base. Establish KPIs aligned with goals—improved conversion rates, customer satisfaction, or process efficiency. Define the scope, requirements, and objectives based on user needs. Avoid unnecessary features by evaluating against defined goals, ensuring a focused and realistic project scope. This strategic approach ensures the CRM system addresses challenges and provides lasting value, fostering business growth.
The next step is to choose the right platform and tools for your CRM database project. There are many options available, such as cloud-based, on-premise, or hybrid solutions, and different software and hardware vendors. You need to consider factors such as cost, security, scalability, functionality, compatibility, and support when making your decision. You also need to ensure that your platform and tools are compliant with the relevant regulations and standards, such as GDPR, PCI DSS, or ISO 27001.
The best CRM in the world is the one your team actually uses as intended. No matter how many features & favourites a CRM has that you’re considering, make very certain the platform is centered around people. By this, I mean the platform should not require your team to study an MBA in order to use it. The interface should be intuitive, the experience should be natural and customisable to fit into your business processes; not the other way round typically seen with enterprise CRMs. After one or two non-negotiable features a CEO wants from a CRM, I experience the next factor is pricing for the platform. Make sure that you’re not entering into long-term contracts as it creates unnecessary restriction should priorities change in the business.
Cloud security is increasingly important for all SaaS providers. The weakest link in the chain is the one to break first, and it does not matter if your company's cyber security is on point, if your providers can not secure your data. Open a conversation at an early point about your expectations of security.
Another important aspect of managing and mitigating risks in CRM database projects is planning and managing your resources. You need to allocate sufficient time, money, and human resources for your project, and monitor their usage and performance. You also need to create a realistic and detailed project plan, with clear milestones, deliverables, and responsibilities. You should also communicate regularly with your stakeholders, such as your team, vendors, customers, and sponsors, and update them on the progress and issues of your project.
This may seem counter-intuitive, but we find the best CRM implementations (and how we implement Pipedrive CRM for our customers) is when you focus on reaching the equivalent of an MVP go-live state where the users of a CRM go live in the quickest possible timeframe, having access to the essential features necessary to begin managing new and existing relationships on the platform. Be wary of 6-month or 18-month plans. This is impracticable, and I argue that it is a key contributor to why 90% of CRM implementations fail globally. The reason why long-winded plans fail is that business is ever-changing & priorities tend to change as the team gains confidence in what benefits the CRM enables for them. You should be agile in an implementation.
Sort your priorities before starting the project. The three key pillars are budget, time, and scope. If you want to do something fast on budget, it might decrease the amount of things possible to do. What are the most business-critical things to have in the system from the beginning? Is there an upcoming deadline for the project? Who is in charge of changes in the scope and budget and are they available throughout the project?
Develop a realistic and comprehensive project plan outlining clear milestones, deliverables, and responsibilities. Regular communication with stakeholders—including your team, vendors, customers is essential. Provide regular updates on project progress and address any issues promptly. This proactive approach ensures a smooth project flow, minimizes risks, and enhances the likelihood of a successful CRM database implementation.
Before you launch your CRM database, you need to test and validate it thoroughly. You need to check if your CRM database meets your needs and goals, and if it works as expected. You also need to verify if your CRM database is secure, reliable, and accurate. You can use various methods, such as unit testing, integration testing, user acceptance testing, penetration testing, and data quality testing, to ensure the quality and functionality of your CRM database.
Finally, you need to train and support your users, both internally and externally, on how to use your CRM database effectively. You need to provide them with clear and comprehensive documentation, tutorials, and manuals on how to access, navigate, and operate your CRM database. You also need to offer them ongoing support, such as helpdesk, feedback, and troubleshooting, to resolve any issues or questions they may have. By doing so, you can increase the adoption and satisfaction of your users, and optimize the value of your CRM database.
Including the users in further development of the system is crucial, and they need a common platform to share their concerns. Have a dedicated channel, that is gone through internally and with your provider to see what issues your users are facing.
Upon CRM database launch, prioritize user training and support for internal and external stakeholders. Furnish clear, comprehensive documentation, tutorials, and manuals detailing database access, navigation, and operations. Establish ongoing support mechanisms including helpdesk services, feedback channels, and troubleshooting resources to swiftly address user queries or concerns. This proactive approach enhances user adoption, satisfaction, and ultimately maximizes the value derived from your CRM database. Working with a solution provider partner specialised in your CRM provider is also a great way to train and support the CRM users