Everyone would like to maximize the use of their customer relationship management (CRM) software to reduce the workload, track the progress on servicing and sales and ensure staff is productive. The best way to maximize the use of any CRM is to implement it properly from day 1. Here are our top ten recommendations to successfully implement and maximize the use of your CRM.
- Plan the migration. Plan out the migration of data into new CRM thoroughly with the vendor. Know which data is moving, where it is moving to (what fields), when it will move and how long you should allocate for auditing and cleaning up the data. There is nothing worse than being surprised at how long it takes to migrate, to find out data is missing months after you moved to the new CRM or that data was placed in the wrong fields.
- Map out integrations. List the types of software that you want to integrate with your CRM to reduce data entry. Examples of types of software could be: form filling, financial planning, email, dictation, custodian AUM data feeds, portfolio accounting system, client portal, robo, online questionnaire, document storage and more. Then ask your CRM and other software vendors if the specific types of integrations exist, how they work to save you time and what are the implementation steps.
- Assign only one cook. Assign one staff person to implement and maintain the CRM. Too many cooks in the kitchen causes a huge mess within a CRM. Having one project manager will control the quality and integrity of the data.
- Sell, sell and sell. Before implementing the CRM, someone on your team needs to champion the change and sell the benefits to the staff. Change is difficult so staff need to be shown the benefits. Utilize the vendor to sell the system. Utilize a staff person to also show and sell it (use a demo license to show it to other staff). And send a few emails listing all the benefits of the new CRM BEFORE you implement the software.
- Categorize. Categorize all your contacts in the old CRM before migrating to a new CRM. Any CRM will allow you to pull up a report of all contacts within a certain category; this ability makes cleanup and use of the data 10 times faster.
- Merge, merge, merge. Create mail merge and email templates for all the documents and emails you send out frequently. There is no need to waste time typing in names, addresses or creating the same message repeatedly, from scratch.
- KISS (keep it simple). When you build out your drop down lists for fields, keep the number of items to a minimum. The more choices you provide in a drop down list, the less likely your staff will take the time to choose the right item.
- Flows are key. Create at least two to three workflows immediately. Building custom workflows is a long process and an art, not a science. By building a few workflows immediately, such as opening a new account, you will get comfortable with building workflows quickly. This is important as workflows are the biggest time saver. They identify your bottlenecks and eliminate wasted time spent on communicating or tracking a repeatable set of tasks.
- Limbo land. There is a time period between using the old and new CRM—we call this limbo land. You will want to communicate a policy for where to document contact changes, new additions, task changes, new tasks and so forth while in limbo land. Any change or new item should not be placed in the old CRM after the data is backed up and sent to the new CRM. And you do NOT want staff adding changes and new items to the new CRM until the project manager has audited the data and confirmed it doesn’t need to erased and migrated again.
- Sell, sell and sell. After implementing the CRM, provide best practices training every few weeks for at least two months to continue selling the benefits of the CRM. Allow the staff to share tips they have learned and have the project manager or champion train everyone on the proper use and shortcuts within the CRM.
Planning the implementation of the new CRM, or any new software, is the hard work. If the planning is done properly, the implementation and adoption is easier and produces a greater ROI and high adoption.
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