Newsletters
News & Information for Technology Purchasers NewsFactor Sites:       NewsFactor.com     Enterprise Security Today     CRM Daily     Business Report     Sci-Tech Today  
   
This ad will display for the next 20 seconds. Click for more information, or
Home Enterprise I.T. Cloud Computing Applications Hardware More Topics...
CRM Systems
Next Generation Data Center Is Here!
Average Rating:
Rate this article:  
Overcoming Key Enterprise CRM Challenges
Overcoming Key Enterprise CRM Challenges

By Jennifer LeClaire
April 30, 2012 9:43AM

    Bookmark and Share
Senior managers "need to understand that a good CRM [system] actually captures the customer and keeps them customers, said Marshall Perez, a CRM consultant. "Once there is buy-in from senior management, the entire organization needs to be motivated to embrace the CRM technology and make it work internally."
 



CRM challenges are still a reality in today's market. The question is: How do you overcome them? In our last installment, we asked some industry watchers to identify what they view as key challenges for CRM in the enterprise.

Now, these same experts are offering insights on how to overcome these challenges. The bottom line is getting buy-in throughout the organization, from the cubicle worker to the executive suite. How you do that, though, requires an intentional strategy.

Monitoring and Articulating

We started by asking Saby Mitra, a manager at ZS Associates, a global sales and marketing consulting firm, how to tackle the user adoption challenge. As he sees it, a comprehensive user adoption strategy is a key enabler for successful CRM implementation and adoption.

"Alignment on the benefits and risks of the CRM solution is required at multiple levels ranging from executive management to field sales," Mitra said. "It is imperative that headquarters continues to monitor and articulate to sales reps how the solution can make them more successful in terms of improved commercial performance and productivity."

Besides compelling value articulation, specialized trainings such as iPad usage, formal coaching and incentivized reward programs can aid with improved adoption, Mitra said. What's more, he continued, alongside headquarters, executive management can play an important role in CRM usage by appointing and empowering CRM Champions as change agents who can help the organization embrace CRM.

Understanding the Impact

Marshall Perez, a partner with marketing-recruiter Chief Outsiders, offered us some clear strategies for incorporating CRM into the daily grind. It all begins with senior management clearly understanding the direct impact on increasing revenue.

"They need to understand that a good CRM [system] actually captures the customer and keeps them customers. Once there is buy-in from senior management, the entire organization needs to be motivated to embrace the CRM technology and make it work internally," Perez said. "It needs to become the new culture of the organization."

Personally, Perez stays on message to motivate teams. The message he uses: "Let's efficiently capture the client and the prospect, so we can make them customers for life and increase revenue."

Finding Success Stories

In order to implement CRM, Perez said a team leader needs to be empowered and supported by senior management to drive the process of changing the culture. Goals, objectives, strategies, action plans and responsibilities need to be clearly defined and communicated upfront.

"Metrics need to be identified to measure the progress and impact. Routine communication on the progress of implementation and impact of implementation must be reported throughout the organization," Perez said.

"This is essential to changing the culture and gaining ownership and commitment. Success stories help. Organizations need to celebrate the implementation and draw attention to the positive impact."
 

Tell Us What You Think
Comment:

Name:



APC has an established a reputation for solid products that virtually pay for themselves upon installation. Who has time to spend worrying about system downtime? APC makes it easy for you to focus on business growth instead of business downtime with reliable data center systems and IT solutions. Learn more here.


 CRM Systems
1.   Salesforce App Personalizes the Sale
2.   Microsoft Takes CRM to Gov't Cloud
3.   Salesforce1 Adds Mobile Features
4.   Salesforce Partners with Philips
5.   Salesforce1 for Retail for Digital Age


advertisement
Salesforce App Personalizes the Sale
New CRM and sales automation tools.
Average Rating:
Microsoft Takes CRM to Gov't Cloud
With Dynamics CRM in early 2015.
Average Rating:
Salesforce1 Adds Mobile Features
To access, analyze, act on biz data.
Average Rating:


advertisement
Product Information and Resources for Technology You Can Use To Boost Your Business

Network Security Spotlight
Canadian Government Charges China With Cyberattack
The government of Canada is not happy with China. Canadian officials have accused "a highly sophisticated Chinese state-sponsored actor" of launching a cyberattack on its National Research Council.
 
Researchers Working To Fix Tor Security Exploit
Developers for the Tor privacy browser are scrambling to fix a bug revealed Monday that researchers say could allow hackers, or government surveillance agencies, to track users online.
 
Wall Street Journal Hacked Again
Hacked again. That’s the story at the Wall Street Journal this week as the newspaper reports that the computer systems housing some of its news graphics were breached. Customers not affected -- yet.
 

Enterprise Hardware Spotlight
Apple Updates MacBook Pros, Cuts Prices Up to $100
The popular MacBook Pro laptop line just got an update and a price cut of as much as $100. The MacBook Pro with Retina display now includes faster processors and double the memory.
 
Watson Gets His First Customer Service Gig
Since appearing on Jeopardy, IBM's Watson supercomputer has been making a living using his super-intelligent knowledge base for business verticals. Now, Watson's been hired for his first customer service job.
 
Tablet Giants Apple and Samsung Feel the Heat
When a company saturates its home market with a once-hot product, expect it to pump up efforts elsewhere. Apple, for its part, is now pushing iPads to big corporations and the enterprise market.
 

Mobile Technology Spotlight
Android 'Fake ID' Puts Millions of Users at Risk
Having this fake ID is nothing to brag about, even if you are a minor. The “Fake ID” Android flaw drops malware into smartphone apps. It can steal credit card data and even take over your device.
 
FTC Wants Fix for 'Perfect Scam' of Mobile Cramming
The U.S. Federal Trade Commission has issued new guidelines to curb “mobile cramming,” a troublesome practice that adds unauthorized third-party charges to mobile phone bills.
 
Facebook: You Will Use Messenger, and You Will Like It
Starting this week, Facebook users with Android and iOS phones will be forced to use the separate Messenger app to send Facebook messages. Pending messages will still be visible in the main app.
 

Navigation
NewsFactor Network
Home/Top News | Enterprise I.T. | Cloud Computing | Applications | Hardware | Mobile Tech | Big Data | Communications
World Wide Web | Network Security | Data Storage | CRM Systems | Microsoft/Windows | Apple/Mac | Linux/Open Source | Personal Tech
Press Releases
NewsFactor Network Enterprise I.T. Sites
NewsFactor Technology News | Enterprise Security Today | CRM Daily

NewsFactor Business and Innovation Sites
Sci-Tech Today | NewsFactor Business Report

NewsFactor Services
FreeNewsFeed | Free Newsletters

About NewsFactor Network | How To Contact Us | Article Reprints | Careers @ NewsFactor | Services for PR Pros | Top Tech Wire | How To Advertise

Privacy Policy | Terms of Service
© Copyright 2000-2014 NewsFactor Network. All rights reserved. Article rating technology by Blogowogo. Member of Accuserve Ad Network.