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BroadPoint Technologies, LLC

Why CRM Transcends Data Sharing with Microsoft Dynamics CRM

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In a recent implementation of Microsoft Dynamics CRM for one of our large nonprofit clients, the client told us that, as usual, their data would need to be migrated from their old database into Dynamics CRM. However, this was not going to be a simple, straightforward data transfer. What we later found out was that each person in the organization managed their own data…in their own spreadsheets…and no one wanted to share their data or make it accessible to the rest of the organization.

 

Bigger Problems at Play

Although the client’s team leader was taken aback by this, we had seen this before. Many organizations are not as extreme as this, but we have seen this challenge before during CRM implementations. Often, the real issue lies in user adoption, as people generally like what they know and can be very resistant to change. There can be other reasons for this, as well.

 

Protect and Defend

Negative experiences from the past can have a lasting effect on how we behave and do our job in the present. One employee from this organization had someone email her list a few years prior, angering those contacts and forcing the employee to do damage control and take the heat for someone else’s actions. One of the best ways to overcome this hesitation is to set up a 1-on-1 discussion to hear their concerns and let them offer their opinions on things such as security settings so they feel they have a say in how the new system is being set up.

 

Looking Out for #1

Some people, however, just won’t budge when it comes to their list. This sometimes happens with sales organizations that have a firm sense of “owning” the accounts (and the data). The fact is: although the employee may own the relationship, the data still belongs to the organization. There is usually a give and take where an employee may lose a few accounts but will also gain some to offset the shortage.

 

Although there can be some resistance to it, working in a shared database such as Microsoft Dynamics CRM offers a host of great benefits including enhanced security and better access to improved functionality. There is a balance to be found when implementing a new CRM system, as the long-term benefits will greatly outweigh any short-term frustrations.

BroadPoint is one of the largest Microsoft Dynamics partners in the mid-Atlantic. Download our white paper, "24 Wildly Creative Ways to Use Microsoft Dynamics CRM to Drive Revenue and Serve Customers" to learn more about how Dynamics CRM can help your organization.

 

 

 

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