A customer relationship management (CRM) project has a significant long-term impact on the future development of a company and the work of individual employees . Whether this impact is positive or negative depends on how well the CRM success factors are implemented in the project.
One of the advantages of a CRM project is undoubtedly the relief from regular and standardized work. The daily software processes are specifically adapted to the working methods of their users - which are usually the employees.
The optimized controlling and the new control options also improve sales results. The 360-degree customer view gained means that up- and cross-selling potential is exploited much better. However, the success of the project depends largely on the support of all reference groups. Especially those who ultimately work on it for eight or more hours every day.
Five disruptive factors of CRM austria whatsapp data projects on the user side
On the user side, it is mainly the following factors that have a negative impact on the CRM project:
Fear of the new software and the associated workplace changes
Lack of consideration and communication in decisions
Lack of motivation and participation
No personal added value recognizable
mistrust of decision-makers
Failed digitization projects are often due to a lack of involvement and consideration of future users. For example, the field sales force sees the new software as a control tool for the sales manager rather than seeing the time saved in scheduling by the internal sales force.
Other serious disruptive factors include employees' fear of new processes and "learning new things". This also includes a lack of motivation due to a lack of personal added value (intrinsic motivation), a negative attitude towards the decisions made and a fundamental mistrust of the management level.
One reason for this is that the objectives were often unrealistic. This means there is a high risk that a new CRM system will not achieve a ROI due to low usage. A waste of investment.
If you plan the approach professionally from the start, you can reduce many concerns and fears early on in the project. Through appropriate participation management, the most important influencers among the employees are identified and taken into account before the project starts. This ensures the long-term success of the CRM project.