A new CRM implementation could transform your business and take it to the next level, but beware - if implemented incorrectly it could end up crippling your bottom line. CRM can transform your business. It can give you deeper understanding of your customers and boost engagement in your data driven marketing campaigns, transform mere customers into brand evangelists and, as a result, grow your business. BUT if implemented incorrectly CRM can damage your business, your customer relationships and ultimately your bottom line. In fact 63% of CRM initiatives fail due to companies rushing in, throwing money and resources at CRM implementation without fully considering how they’re actually going to implement it. However the benefits of CRM implementation far outway the risks. Per salesperson CRM can increase revenue by 41%, three out of four customers spend more money because of a positive customer experience and CRM can improve customer retention by as much as 27%.

1. PITFALL 1:
BEWARE THE
LEGACY
PITFALL 4:
DOUBTING
DOOMSAYERS
PITFALL 5:
DIY DISASTER
PITFALL 2:
DROWNING IN
DIRTY DATA
PITFALL 3:
FAILING TO
EXPECT THE
UNEXPECTED
To reap all the benefits of CRM and avoid
becoming one of the 63% make sure you
avoid these five common pitfalls.
Your new CRM system offers you access to a vast range
of new tools and skill sets but it doesn’t workwith your
old systems.
To avoid this pitfall make sure you:
To ensure that CRM is successful, it has to be embraced
by everyone in the company:
The idea of carrying out a CRM implementation in-
house might sound appealing, but it could be a DIY
disaster.
Be sure to avoid this pitfall by ensuring you have access
to consultants who can:
Do a company-wide IT survey and
learn how existing systems can be
integrated with the new CRM system.
Do understand the impact that CRM
will have on your entire IT structure –
oryou could pay dearly later.
Don’t jump in both feet first; run a pilot
programme before full rollout so you
can test that the new and the old will
work together.
Most importantly, don’t simply migrate
the data from your legacy system carte
blanche, or else you could end up…
Ensure your database has been
cleaned before you introduce the
CRM solution. All entries should be
standardised and any discrepancies
dealt with.
A company can change overnight; it
may merge, be acquired, a department
outsourced or a key stakeholder may
be replaced.
These can include dealing with double
entries, missing fields, gone-aways
and non-compliant data.
Rolling out a CRM system needs to
take such potential changes into
account, so ensure you have the right
budget and schedule contingency plan
in place.
The C-Suite needs to be on board
– executive sponsorship is vital to
promoting the new system across the
company.
A CRM advocate is required from
a department – say, the marketing
manager – who can show results
quickly and prove to other
departments that CRM works.
A full training programme must be
rolled out for all employees so they can
grasp CRM’s benefits immediately.
Help design and
implement the CRM
system
Aid in legacy system
migration and
management
Provide that all-
important training to
employees
Offer support
during and after
the implementation
process.
REMEMBER
A CRM system is only as good as the data
that’s fed into it.
www.redspire.co.uk
01
The Ultimate
Guide to:
Winning
Board
Support
Uncover how to convince the C-Suite
that a CRM system is the right fit foryour
company.
ULTIMATE SERIES
VOLUME 1
Learn more
Take the next step in
implementing your CRM and
download your free eGuide:
The Ultimate Guide to: Winning
Board Support
www.redspire.co.uk
01
The Ultimate
Guide to:
Winning
Board
Support
Uncover how to convince the C-Suite
that a CRM system is the right fit foryour
company.
ULTIMATE SERIES
VOLUME 1
DON’T FALL FOUL
OF THESE CRM
IMPLEMENTATION
MISTAKES