The success of CRM
implementation is not only about technical things. Even
more important is how to approach the end user (division sales,
marketing, support), and socialize the CRM
from the beginning (before the implementation stage). So the rejection
of the end user could be decreased.
In order to successfully implement CRM, especially to be appreciated from the end user, company needs to have change management. Refers to "From Resistance to Acceptance: How to Implement Change Management by Gina Gotsill ', the following management changes strategy can be made for the CRM implementation.
Change management can be effectively done when the company high level management at the company's admit the existence of human beings to refuse the change. In this case the rejection from the end users , in Marketing, Sales and Support division, to change their behavior from manual system to a centralized and automated CRM system.
Change Management focuses on human and how they resist, overcome, and ultimately accept the changes resulting from the use of CRM systems in their activities in the work.
Employees resist the change because of many reasons. They may not understand the reasons that encourage the change or may not agree with the new company direction. Or, they just feel anxious about how the changes will impact on their work activites. The management that recognizes the human tendency to resist change-even when the change is important for business success, can take the initial steps necessary to anticipate a positive outcome.
There are three important steps that must be followed by the executive to implement change in an organization related to the implementation of CRM systems:
Focus to Employees
Managers who do not anticipate any resistance to change, will find the fact that human element can derail a project. A research, conducted by Gartner Group, found that the success rate of technology usage is only about 35-40 percent. From the early stages of implementation, the manager/supervisor needs to approach and provide socialization to the end user how CRM systems can provide benefits for them and the company.
Employees need to be part of the change and they need to be heard. Change management experts recommend that managers socialize the factors that cause changes in marketing, sales and support activities, start from the top and continue to every level of organization. And how their activities would differ before, during, and after the implementation of CRM.
Effective Communication
Corporate communication has an important role in the change management strategy. When employees know and accept the reasons for this change, the manager / supervisor needs to reinforce employee acceptance with the right, practical and inspiring message.
Action Learning
Training through practice can be given to employees by providing a special room where they can learn the CRM system and if there are difficulties can be solved together.
In order to successfully implement CRM, especially to be appreciated from the end user, company needs to have change management. Refers to "From Resistance to Acceptance: How to Implement Change Management by Gina Gotsill ', the following management changes strategy can be made for the CRM implementation.
Change management can be effectively done when the company high level management at the company's admit the existence of human beings to refuse the change. In this case the rejection from the end users , in Marketing, Sales and Support division, to change their behavior from manual system to a centralized and automated CRM system.
Change Management focuses on human and how they resist, overcome, and ultimately accept the changes resulting from the use of CRM systems in their activities in the work.
Employees resist the change because of many reasons. They may not understand the reasons that encourage the change or may not agree with the new company direction. Or, they just feel anxious about how the changes will impact on their work activites. The management that recognizes the human tendency to resist change-even when the change is important for business success, can take the initial steps necessary to anticipate a positive outcome.
There are three important steps that must be followed by the executive to implement change in an organization related to the implementation of CRM systems:
Focus to Employees
Managers who do not anticipate any resistance to change, will find the fact that human element can derail a project. A research, conducted by Gartner Group, found that the success rate of technology usage is only about 35-40 percent. From the early stages of implementation, the manager/supervisor needs to approach and provide socialization to the end user how CRM systems can provide benefits for them and the company.
Employees need to be part of the change and they need to be heard. Change management experts recommend that managers socialize the factors that cause changes in marketing, sales and support activities, start from the top and continue to every level of organization. And how their activities would differ before, during, and after the implementation of CRM.
Effective Communication
Corporate communication has an important role in the change management strategy. When employees know and accept the reasons for this change, the manager / supervisor needs to reinforce employee acceptance with the right, practical and inspiring message.
Action Learning
Training through practice can be given to employees by providing a special room where they can learn the CRM system and if there are difficulties can be solved together.