CustomerTrax CustomerTrax Magazine - Page 13

THE VALUE OF CRM SCORECARDS The Value Of CRM Scorecards: WHAT SUCCESSFUL IMPLEMENTATIONS DO RIGHT THERE ARE a few specific things which companies with successful implementations do a little bit differently: Requirements vs. Results Generally speaking, companies are either focused on requirements for a customer relationship management (CRM) program or tracking results. The companies with big adoptions and big benefits are looking for results. Focus on the results you want to achieve and the requirements will come from those. Use vs. Impact Focus on impact that comes from the use, not the amount of the application you use. Using a small percentage of the program with a huge impact is far more beneficial than trying to use every part of a CRM program. It doesn’t matter how much of it you use. React vs. Plan Don’t react. Plan ahead of time. What gets real traction is management helping people plan what to do next. Focusing on what team members have not done does not make them better. The most successful organizations use a CRM program as a tool to help their team create plans on what to do next. Reporting vs. Coaching Reports are important. That being said, coaching is essential to making a CRM implementation successful. Reports are too often used as a stick to punish, and that is ultimately detrimental to the company. Make sure the information you extract can be used to make your team better. Quantity vs. Quality Quality information is what you want. Simply collected a big volume of information is absolutely useless and, in fact, can be detrimental. Ensure any 13 information you are collecting from your team is concise, allowing you to identify deficiencies they may have. If you cannot clearly state how the information entered will be used, do not have your team enter it. Training vs. Education Training is a one-time event. Education is an ongoing process. The best implementations engage people and keep them learning new things through iterative processes. Part of engaging them is gathering their feedback and coming back to them with ongoing improvements. Maintaining vs. Innovating If you are maintaining, you are falling behind. Innovation is observing, learning, coaching, planning, and moving forward. If you are not regularly evaluating your process and improving it, your competition likely is. For more information, visit us online at