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Common Reasons For CRM Project Failure

by Jessica Compton, a Microsoft Dynamics 365 Consultant and Marketing Co-Ordinator at PragmatiQ Solutions

Did you know that between 30-60% of CRM projects fail? So, if you’re CRM implementation has not gone quite to plan, you are not alone.

It is important that businesses are able to recognise a few reasons why projects fail so they can avoid these pitfalls. Read on to find out common reasons for failure and how to prevent this…

1. Lack of research.

Research is essential when it comes to firstly choosing your CRM solution, then choosing the partner to implement this for you. Businesses can easily fall into the trap of choosing a solution because it is familiar, however this may not always be the best suited to your organisation as everyone’s needs and requirements are individual.

Bespoke solutions like Microsoft Dynamics 365 are implemented by a partner, so really take your time to understand your various options and look at their reviews, case studies, website, etc to really get a good idea. A good partner will understand your business requirements right now, aswell as what you may require in the future and design a tailored solution to fit your needs.

2. Thinking CRM is only a technology solution.

If your business sees technology as the complete answer to your challenges, this can be a major pitfall of a CRM project. You see, technology is just the vehicle, to be effective it is critical to understand current business processes, what is and is not working for you, and what your future looks like; Defining this in the early states ensures that the technology solution can be truly fit-for-purpose. To be truly instrumental within your organisation, user adoption, training and change management must go together with your CRM implementation.

3. Poor user adoption.

Poor user adoption is what of the most common hurdles for businesses to overcome and a large contributor to project failure.

This is really an outcome of many other things; lack of clear benefits communicated with employees, insufficient training, overcomplicated technology… the list goes on. It is when your users find themselves working outside of the CRM and reverting to previous processes and habits, that your CRM is in danger of failure.

4. No plan for the future.

As said in the earlier points, your CRM solution must be designed with your future requirements in mind. Businesses often get caught up in the ‘now’ – current needs, goals, etc. Obviously this has a place, but don’t lost sight of the future and how your needs may change over time.

Business requirements rarely remain the same for a long period of time, so this part is critical to ensure your business has a solution that is fit your needs today, and as your business evolves in the future.

A plug and play CRM solution will be trickier to evolve around your future requirements, so if you are in the decision stage of looking for a new CRM be sure to consider a bespoke solution, where additional functionality can be built as required.

5. Lack of post-implementation support.

Many businesses, and partners, are in the in mindset that once the technology is implemented the project is complete. We don’t believe that’s the case, as when the solution is implemented businesses often face challenges, but then start to recognise the real value of the CRM.

Once training has been delivered, it should then not be forgotten about and seen as an instant success. Things will probably not be plain sailing, which is how it is sold in some cases. Users are learning a new system, new processes and probably overcoming whatever misconceptions they had of CRM systems before. However, with the right partner, training and post-implementation support, both sides will work together to understand the potential pitfalls and how to overcome these to ensure the project is a success.

 

Jessica Compton is a Microsoft Dynamics 365 Consultant and Marketing Co-Ordinator at PragmatiQ Solutions. Specialising in writing content focused around CRM software, Marketing Solutions, Automation and Digital Transformation, Jessica offers her expertise to help businesses get the most value from technology.

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