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The topic for this post will be – Lack of Proper Requirements Analysis Before Implementing. This is a significant cause of user adoption challenges or problems and ultimate failure. I have seen many companies select a CRM system based on a demo versus the project’s actualrequirements. One challenge in a lot of businesses is that they don’t have formal processes which makes defining requirements much harder. If you don’t have at least high level business processes defined, I recommend that you add business process planning at the forefront of the CRM planning.
The first step every business that is considering investing in CRM technology should perform is requirements analysis.
At Sträva we typically will not engage with a client for a new implementation of Microsoft Dynamics CRM/365 without a requirements analysis and project planning phase. This approach is used no matter the size of the project or the client. We offer the requirements/planning phase separately and independent from a full implementation allowing a business to engage for only that phase of the project before committing to a full implementation. This approach allows us and our client to fully understand the project (and budget) before engaging for an implementation. It also allows our client to get to know us and experience the value we bring to the table prior to committing to a longer term project and relationship.
We recommend that our clients form a project team for the CRM initiative. This team should consist of:
- Project Manager – The client-side person who will manage the project
- Executive Sponsor(s) – It is critical to have executive engagement and support in the project
- Business Sponsor(s) – These are typically managers/leaders that will be more involved in the project than the executive(s)
- End Users – Developing a CRM project in a vacuum almost guarantees user adoption issues. You need the input of the people who will be using the tool every day to make sure it will provide value.
The first step in requirements analysis is to define the overall goals andobjectives for the project. This should start at the top with the executive level. The executive team has a good understanding of the current challenges and future direction of the company. When we interview executives regarding goals andobjectives, we ask a series of questions that guide the executives through the process of articulating the outcomes they are looking for from the CRM initiative. Examples of executive level questions:
About the Author: David Buggy is a veteran of the CRM industry with 18 years of experience helping businesses transform by leveraging Customer Relationship Management technology. He has over 14 years experience with Microsoft CRM and has helped hundreds of businesses plan, implement and support CRM initiatives. David is the President and Founder of Strava Technology Group, a firm that is 100% focused on helping businesses achieve success with CRM. To reach David directly visit our web site.