THE VALUE OF CRM SCORECARDS
The Value Of CRM Scorecards:
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
(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
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
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