April 12, 2017 at 14:335 stages of implementing a CRM system. Fascinating about the important
Psychologist Jed Daimond identified five stages in the development of love: love, rapprochement, disappointment, overcoming the crisis and building strong, constructive relationships.
It is very similar to how CRM is usually implemented, we thought. We recalled that in the comments on our previous review you asked when to wait for the "kotegs on the main page". And they decided that it should be so. Let there be a post about CRM, love and seals. And on the main one or not - our readers decide :)
The stories of implementing CRM systems are very dramatic. With their passions, failures and little tragedies. That is why at first we wanted to compare this process with the five stages of accepting the inevitable (based on the theory of Elizabeth Kübler-Ross). But then a positive vision of the situation prevailed. Ultimately, the automation and optimization of a company is a creative force, not a disease or death. Libido, not mortido.
So, building relationships with a CRM system is like a love story. "All the happy are alike (well, almost!), Each unhappy is unhappy in her own way."
Not always everything goes smoothly, relationships require work, as psychologists like to say, but the end, in theory, should be happy. Each such introduction is unique and inimitable, as is the history of the development of human relationships. And although there are no similar stories - there are certain rules, canons by which these relations usually develop.
This story may begin, for example, as follows:
“B. Company has been doing business in building materials since 1998. The management set goals, and the employees achieved them: they made mistakes, achieved success. Since its foundation, the staff has grown from two to fifty-three people, each one individually understood dozens of issues, and implemented personal projects. At the same time, from time to time, one drawback appeared - the chaotic fermentation of an enlarged, but not structured collective. It seems that the local workers, like understandable responsibilities, are fixed by job descriptions ... But even individual joint tasks became uncontrollable, and sometimes forgotten. What can we say about projects where it was required to solve hundreds of interrelated tasks.
And now Anatoly Efremovich, the owner of the company, heard from a deputy in commerce about a certain management system, let it be SingleBasket, which he became interested in. In the name there were incomprehensible abbreviations CRM + ERP + BPM, but an advanced employee explained them:
CRM - customer relationship management;
ERP - enterprise resource management;
BPM - company workflow management.
He eloquently described the potential for business structuring, explained the way to improve financial performance. Fascinated by the prospect, Anatoly Efremovich makes a strategic decision to radically change the life of his enterprise. ”
It doesn’t matter how exactly they learn about each other for the first time. Most often, indeed, it is the manager, owner or investor of the client’s company who decides that “now we will do it and heal right away!”
“We will live and sing in a new way”
It is important not the first acquaintance, but what will happen afterwards. In love, as you know, deprives some of the critical thinking. The charm of a new object of desire overshadows the mind and does not allow us to assess the dimensions of future happiness or impending disasters, to plan the future.
At this stage, the client can make some nice mistakes typical of lovers:
1) “He is the best, mom” or “Here we’ll install CRM and immediately increase profit by 300%, and sales - by 200%.”
Do not overestimate your “partner” or endow the qualities of a fairy-tale hero.
CRM is a tool that allows you to organize data, automate routine operations, coordinate the work of employees, easily identify customers and the history of communication with them, and optimize company processes.
This tool will increase profits and sales only if it is correctly selected and debugged.
2) “How he may not like him!” Or the delusion that all employees are happy to accept the transition to CRM.
In fact, you need to be prepared for the fact that company employees will protest or ignore the new system - for various reasons.
Even the most active are used to working in their own style and pace. Adult stereotypes break down hard. Often, sales managers resist the introduction of CRM simply because they "already maintain their customer nameplate in Excel and it’s more convenient for them." As for the lazy, in principle, they will not benefit from a transparent system, because then it will be more difficult to play the "Farm Frenzy" or post photos of the cats (they again!) On Facebook in between official duties.
3) “If all my relatives are not happy with her, then blame yourself ...” A
quarrel with a family over an object of love will be a mistake. In this case, the family of the company can be safely considered a family.
Effective implementation of CRM requires well-coordinated and focused work of all participants in the process. Therefore, from the first days of employees it is necessary to motivate, convince of the need for a new system of work. Immediately it is worth appointing the person responsible for implementation. The person who will control that all employees begin to use CRM.
4) “Maybe you'll wait, or maybe not - it's your business ...”
Lack of attention to the object of love. When the leader is removed from the choice, planning and active implementation of CRM.
But it is he who knows better than anyone else the entire kitchen and all business processes. Despite the appointment ofextreme responsible for CRM, the boss should pay attention to the introduction in all its phases, motivating and inspiring employees by example.
5) What is popularly called "storytelling on the demo version."
Decide that the system is so good that a free version or a demo version will solve all the problems of the company.
There are cases when the free version can satisfy a lover, that is, a buyer. But usually, as happens with all demos, this only works at the initial stage. As the business grows, the need to expand and deepen increases. Therefore, the budget for implementing CRM must be thought out already at this first stage. And on it you need to determine whether the vendor suits you, its conditions and support.
6) "In love - as in a pool, with the head."
In practice, this desire, “not fooling around” with an analysis of the situation in the company, “quickly” install CRM. And there everything will go on its own - as it goes.
Such an approach in love will lead to the fact that it will hurt a little. What can we say about business.
We advise our customers to start automation with such simple actions:
a) Clearly, preferably in numbers, formulate the goal of implementing CRM.
You can use both quantitative indicators and temporary. No need to write a lot. The most important thing is enough. If you cannot express the goal in numbers, you cannot achieve it.
Making work more convenient is not a goal, but a Wishlist. To reduce the acceptance of a new order to 1 minute - this is the real goal.
b) Make a list of factors that will fundamentally affect the achievement of this goal.
c) Write a mini implementation plan.
Your plan must comply with the rules:
- gradually;
- continuously;
- increasingly.
The only way! Do not run to buy a diamond ring if you used to meet girls only on programming pairs. We need experience in meetings, communication, quarrels and reconciliations. The emotion of a "bummer" is the worst poison of delayed action.
d) We do not discourage you from being in love. Be! Be in love - and do not try to foresee ALL the subtleties in your plan. Because to do this is impossible. No one has succeeded yet. You always do not foresee something and this is normal. No need to be afraid. Final understanding comes only with practice.
And a mistake will be too delaying the transition to the next stage. Take action. Just do it.
Fasting photos from the wedding . Joyful press releases on company modernization are being sent. And at this time it would be necessary to think over the “marriage contract”.
The importance of automation for business is hard to overestimate. This is the preparation of the platform for the further leap, productivity growth and the work of the company team. A project to implement CRM, ERP, BPM should be well organized and thought out.
Nothing strengthens marriage like a prenuptial agreement. The same applies to the introduction of automation in the company. Drawing up an automation plan requires the participation of both parties - both the client company and the vendor.
We (Webproduction) do this:
1) At this stage, we have already received from the client a general plan - his vision of the project (his goals and ideas for their achievement);
2) Next, we create an implementation document.
This document becomes the main one at this stage. Its purpose is to describe in general and at the same time in sufficient detail those changes that need to be achieved.
This is a serious preparatory phase, in which both sides:
3) Our employee acts as the best man at the wedding - an instructor who “through the hands and hearts of the client” ensures the implementation of the system.
4) We select the first block and start with it.
It must meet the requirements: important, useful, can be done quickly.
Here is a very common mistake - the desire to get all the charms of family life at once. Not just marry, but immediately and more kids to give birth. And the engagement, and the wedding, and name day with christening to the heap.
And in our case, such a strategic blunder is the introduction of CRM in all directions and divisions at once, only all at once, here and now. Or good - or nothing.
But it turns out well only if gradually, thoughtfully and leisurely.
Of course, modern CRM systems have long outgrown the boundaries of sales departments: they cover the work of marketing services, accounting and legal issues and approvals, warehouse, logistics, HR department, production management and support service. And they are usually called more difficult - in one word of three letters you can’t do it anymore.
This, of course, is an ideal - a complete integrated automated eco-system of the company. This is the peak to which we must strive, both in marriage and in work. But so simply and immediately this peak does not submit.
Therefore, gradualness is important. "Intent", as the Japanese say, denoting a smooth but confident movement of the katana.
Determining the current goal - collecting information - plan - testing - training - data transfer / start of operation. First in one block. Then analysis, finding errors and bottlenecks. Further planning, transition to the next block. This is similar to a comprehensive treatment of a company’s body. Thoughtful and without shock therapy.
In order for the implementation to proceed as smoothly as possible, the vendor and the client determine the point of start of operation. For example, the point may be the day when employees start sending letters and making calls only through CRM. This is the easiest option - and easily accessible. Once this point is passed - you can move on to the next. The introduction of more and more CRM features should be carried out in stages, so that it is easier for employees to learn and get used to the product.
The inevitable “grinding in marriage” begins.
Why is disappointment happening?
Because we face difficulties or problems that we did not expect in relations with “this ideal creation”:
1. Quarrels and misunderstanding between the partner and your relatives.
“Whoever she is, I don't like her anymore, son.” The converse is also true - remember the jokes about the mother-in-law and the eternal female cry about the mother-in-law.
In the context of CRM, this is the rejection by your employees of a new work system. And sometimes just ignoring or even outright sabotage.
According to experience, those who do not finish something at the workplace, work mediocre or have the personal benefit of the fact that there are no strict control tools most actively resist CRM implementation.
In such cases, the company may come up with its own rules to encourage the use of CRM. For example, to allow not to perform those tasks that are not in the system, even if the CEO himself set them over a cup of coffee. I didn’t make a task - you can ignore it. Or there is no transaction in CRM - there is no payment for it. Of course, this is an extreme measure and it would be nice not to bring it to them. To think over the employee motivation system, the ways of its implementation and control is an important task for the boss.
2. Inability of partners to agree on a division of responsibilities.
“I'm here as a woman, not like a thermometer”
Each team member must understand the extent of their participation and responsibility in the new system. Employees need time to get used to the system, get comfortable in it, adapt to the desired mode. It is very important for the leader to be aware that lapping is necessary. Claims and squabbles destroy any marriage. Total control and massive repression for the fact that someone does not cope with CRM will not bring benefits.
However, ignoring the inaction of their subordinates is also not worth it. It requires training, motivation (we have already talked about this above) and the help of the person responsible for implementing CRM, a leader and a vendor. It is always better not just to demand, but to explain what you want and why. Workers need to understand the structure, logic, communication, and mechanism of CRM. For this, primary training from the vendor is important.
3. “Learn, study and study again” The
art of love, or rather, the ability to love in marriage, must be tirelessly studied, although this is not taught at schools and universities.
In the case of CRM, everything is simpler - you need to train employees to work with it, and the vendor will help in this.
Without comprehensive employee training, CRM implementation will remain an inept poke and novice poke in the unsuccessful search for the “G-spot”.
In addition to the initial training, there should be an improvement in the love of CRM skills within the company itself.
Sex toys (using additional CRM features in daily work) and role-playing games (building healthy competition between employees by aggregating data about their work and posting indicators for everyone to see) will help here. In general, there is where to turn the vicious imagination of the leader (it is important not to go too far and not turn the game whip with the pink pompom into a banal and unpleasant whip, the scourge of the driver).
The more various CRM features and capabilities are integrated into the employee’s normal course of work, the faster and more complete his training will be.
This, of course, will cause protests ... But it’s hard to learn - easy in battle. And without a fight, new market segments cannot be mastered and a piece of market pie cannot be recaptured from competitors.
4. "Oh, that's it!"
Some points in the distribution of rights and responsibilities in the family are simply impossible to take into account even in a marriage contract. And plus to this is the growing distrust between partners.
Who will wash the dishes? Why not the one who cooks? Well, let not that one. But why then, if one cooks and the other is washing dishes, then there are three times as many dishes after dinner as when the same person cooks and washes ?!
Conflicts of interest in different departments of the company can cause a serious problem with the implementation of CRM. In theory, all employees should have one goal: increasing profits and profitability of the company. But often personal and group aspirations contradict corporate ones. Under these conditions, due to the difference in the goals of different departments, some of the information may be “lost”, delayed or withheld. In financial companies, for example, this often happens between the trading department and the back office.
In the case of dishes, the problem is solved by buying a dishwasher.
In a corporate conflict, the shortcomings of the functioning of CRM can be eliminated using its advantages. All data on the work of the company should be gradually centralized and accessible to all employees who need this information to make a decision. Integrated, universal CRMs (those that are CRM + ERP + BPM) help to cope with this task. Such systems provide full automation of all information flows of the company.
Note the important. Here we do not consider the need to build a “Chinese wall” between departments. This may be required by the interests of the client, the safety of insider information or the market regulator. These are special cases occurring, for example, in large financial companies between investment and brokerage units. Here, of course, the approach is completely different. Sometimes a husband, on duty, cannot tell his wife what he did at work, but this is not mistrust, and everyone understands everything.
5. Mistakes made in previous stages.
“Well, I was such a fool! After all, I saw it! But she hoped that she would resolve herself. ”
Here, the correct data entry, and the lack of backups and uniformity in the database, and ill-considered integration with other systems, and the storage of differenteggsdata in different baskets, and delayed entry of operational information into the company’s system.
A psychotherapist (a vendor who can order an audit of business processes, for example, Webproduction has such a service ) or a wise close person can help in solving family conflicts (Remember the employee whom we chose as the implementation manager? Yes, it's him!) .
The employee responsible for implementation can become both an internal auditor of thin spots in CRM's work, and a coach for the rest of the team, and a supervisor of other employees. He can contact the vendor, train himself and then train the rest of the team, make sure that everyone understands and uses CRM, collect feedback and resolve issues and inconsistencies with the CRM supplier.
Be that as it may, the crisis is resolved together.
It should be noted here that Jed Diamond called his concept not simply “Five stages of love”, but added - “and why many people stop at the third”.
So, the introduction of CRM can come across a crisis, a temporary loss of productivity, an increase in expenses, a breakdown in the team, and at the same time a loss of interest and support from the leader.
It happens that a divorce is inevitable. There are several golden rules for partner compatibility in a marriage. They should be compatible by age within 10 years, plus or minus, according to the cultural and intellectual level and internal sexual and ethical standards (I don’t remember the source, I'm sorry).
Perhaps the wrong CRM or the wrong provider was selected. The system may not correspond to the tasks and goals of the enterprise, it may be too simple or too complex, too expensive to maintain or insufficiently functional. Perhaps the vendor does not give you the necessary support. Then you should “get a divorce” and find your CRM-system.
In all other cases, temporary difficulties are left behind.
Previously, subordinates saw in the CRM a new whim of the boss, a headache that would take away their time and energy and distract from their main job. Or an instrument of mistrust on the part of management, control in the details. Old, experienced employees protested or tried to passively go on strike because they were deprived of a sense of their importance, expertise, forcing them to “relearn” and do things differently, not in the way they were used to and have been doing this for many years.
However, the convenience of using CRM, getting rid of the burdensome routine and increasing the speed of performing work operations over time itself gave an impetus to radically change the team's opinion about the new system.
They could also say that “this stupid” CRM “did not fit” under their specific sales scheme or reflection of sales of services or something else. But with time and experience of use, understanding came: it is important not to push the scheme of work in CRM, but to get a resource for organizing and simplifying the process of processing information. Then to quickly receive it at the right time.
Of course, we are now modestly silent about your titanic contribution as a boss in explaining how important and useful the new system is, how it accelerates work, how it simplifies interaction with other employees and departments, how it emphasizes the advantages of an employee as a professional (if he is a professional), not leaking personal results to the overall KPI stream. How many tears, sweat and sleepless nights you spent on developing a motivation system and monitoring the implementation plan. :) But we all know. You have sought and achieved. You know all the advantages and disadvantages of the system and work tirelessly to improve it. And these poor Webproduction guys are on your fast dial anytime, day or night.
You already see the first results of a new lifestyle. You already said goodbye to your lazy surfing and fasting lovers (goodbye, cats!). We have already understood that the loss of a stellar employee is not as terrible as it is painted, because the system teaches everyone how to work the best. You are no longer afraid. You look with your eyesless eyes into the dark and at the same time such a bright future. You have already experienced depression and satori during the same reporting period. You will not be surprised. You believe the numbers. And the numbers indicate that sales are growing, and profits are increasing. And you can’t be fooled or confused. You know the Tao of CMR. You believe only your accountant.
Employees of the company begin their day with brushing their teeth, and then go into their office remote workplace through a mobile application. They no longer think of normal life without CRM. It's as natural as facebook or seals, they say (hello seals!).
The interface of each is configured in accordance with its goals, objectives and moods. This is part of his personal fulfillment at work.
People are involved in improving the work of CRM, share life hacks among themselves.
Based on CRM data, not only reports are created, but also reports for prof. conferences. Charts, graphs and reports give you the opportunity to get a new line of credit on favorable terms - your lenders and investors are impressed with your expertise.
Thanks to CRM, the sales department gets the opportunity not only to accelerate and qualitatively improve communication with customers and sales, but also to draw up effective plans. The advertising and marketing department, based on these data, predicts future promotions, sales and advertising campaigns. The service department helps the managers of the sales department to track the entire cycle of relationships with the client, establish after-sales communication and conduct additional and new sales. All units operate smoothly and efficiently. The team begins to work as a single organism, changing for the better not only the performance of the company, but the market as a whole.
If all five stages are passed and they passed through the heart and soul of everyone, if you were able to overcome the inertness of the old leadership style and stereotypical thinking of subordinates, if you started to use all the capabilities of CRM, then all the advantages and benefits of automation are already appreciated, and all doubts are left behind . The development of new peaks and horizons begins, without being distracted by procrastination, routine, without wasting time on repetitive procedures.
The company as a whole and all its employees begin to live and create in CRM:
- plan their working day, receive reminders from her, make calls through her and remember thanks to her about meetings, rallies and other important issues;
- remember all the features of customers, using their profiles in the system, saving all contacts, details and documents, information about birthdays and names of children;
- see for each client all correspondence, all communication histories, all ups and downs, all failures and all points of interest, keep records of communication with the client;
- keep track of your results and know what needs to be done, what you have succeeded in, and why you can wait for encouragement;
- give colleagues the opportunity to do their part of the work so that the client is satisfied with communication with the company and with a particular employee personally;
- do your job, get better, forcing CRM itself to grow and become better / easier / more convenient.
Remember our example at the beginning of the article? Anatoly Efremovich, who fought with the "tyrants" of the unstructured team of the company ?!
“The bonus system built on speed and quality of task execution stimulated even those who were not the best. Workers who performed tasks within the framework of role standards earned virtual cumulative points, which every financial week turned into quite real bonuses. In the first three months after the start, people who did not want to change left the enterprise. Space has been vacated for advanced and productive players. And the company with the introduction of the CRM + ERP + BPMOneBox SingleBasket system seemed to have a second wind.
The enterprise, which was solely managed by Anatoly Efremovich, has changed. The best became a practical standard, the framework of standards was transformed into procedures for planning the workload of employees and departments. The departure of the former has ceased to be a threat to the company, and their achievement is the norm of behavior, enshrined in the form of KPI - indicators of achievement ”.
This is the happy ending of our love story.
After that, you can begin full-fledged work.
Hurrah!
Thank you for reading to the end!
It is very similar to how CRM is usually implemented, we thought. We recalled that in the comments on our previous review you asked when to wait for the "kotegs on the main page". And they decided that it should be so. Let there be a post about CRM, love and seals. And on the main one or not - our readers decide :)
Foreword
The stories of implementing CRM systems are very dramatic. With their passions, failures and little tragedies. That is why at first we wanted to compare this process with the five stages of accepting the inevitable (based on the theory of Elizabeth Kübler-Ross). But then a positive vision of the situation prevailed. Ultimately, the automation and optimization of a company is a creative force, not a disease or death. Libido, not mortido.
So, building relationships with a CRM system is like a love story. "All the happy are alike (well, almost!), Each unhappy is unhappy in her own way."
Not always everything goes smoothly, relationships require work, as psychologists like to say, but the end, in theory, should be happy. Each such introduction is unique and inimitable, as is the history of the development of human relationships. And although there are no similar stories - there are certain rules, canons by which these relations usually develop.
The first stage is love
«Все началось не со зла. Все началось как игра»Falling in love is a time of projection of all your desires and hopes on your partner, when the hormones endorphin and oxytocin do not speak in you. The partner is seen as an ideal creature without a single flaw. You think that he will always fulfill your every desire, believe in every word he utters and dream of eternal love, rejecting any reasonable skepticism.
This story may begin, for example, as follows:
“B. Company has been doing business in building materials since 1998. The management set goals, and the employees achieved them: they made mistakes, achieved success. Since its foundation, the staff has grown from two to fifty-three people, each one individually understood dozens of issues, and implemented personal projects. At the same time, from time to time, one drawback appeared - the chaotic fermentation of an enlarged, but not structured collective. It seems that the local workers, like understandable responsibilities, are fixed by job descriptions ... But even individual joint tasks became uncontrollable, and sometimes forgotten. What can we say about projects where it was required to solve hundreds of interrelated tasks.
And now Anatoly Efremovich, the owner of the company, heard from a deputy in commerce about a certain management system, let it be SingleBasket, which he became interested in. In the name there were incomprehensible abbreviations CRM + ERP + BPM, but an advanced employee explained them:
CRM - customer relationship management;
ERP - enterprise resource management;
BPM - company workflow management.
He eloquently described the potential for business structuring, explained the way to improve financial performance. Fascinated by the prospect, Anatoly Efremovich makes a strategic decision to radically change the life of his enterprise. ”
It doesn’t matter how exactly they learn about each other for the first time. Most often, indeed, it is the manager, owner or investor of the client’s company who decides that “now we will do it and heal right away!”
“We will live and sing in a new way”
It is important not the first acquaintance, but what will happen afterwards. In love, as you know, deprives some of the critical thinking. The charm of a new object of desire overshadows the mind and does not allow us to assess the dimensions of future happiness or impending disasters, to plan the future.
At this stage, the client can make some nice mistakes typical of lovers:
1) “He is the best, mom” or “Here we’ll install CRM and immediately increase profit by 300%, and sales - by 200%.”
Do not overestimate your “partner” or endow the qualities of a fairy-tale hero.
CRM is a tool that allows you to organize data, automate routine operations, coordinate the work of employees, easily identify customers and the history of communication with them, and optimize company processes.
This tool will increase profits and sales only if it is correctly selected and debugged.
2) “How he may not like him!” Or the delusion that all employees are happy to accept the transition to CRM.
In fact, you need to be prepared for the fact that company employees will protest or ignore the new system - for various reasons.
Even the most active are used to working in their own style and pace. Adult stereotypes break down hard. Often, sales managers resist the introduction of CRM simply because they "already maintain their customer nameplate in Excel and it’s more convenient for them." As for the lazy, in principle, they will not benefit from a transparent system, because then it will be more difficult to play the "Farm Frenzy" or post photos of the cats (they again!) On Facebook in between official duties.
3) “If all my relatives are not happy with her, then blame yourself ...” A
quarrel with a family over an object of love will be a mistake. In this case, the family of the company can be safely considered a family.
Effective implementation of CRM requires well-coordinated and focused work of all participants in the process. Therefore, from the first days of employees it is necessary to motivate, convince of the need for a new system of work. Immediately it is worth appointing the person responsible for implementation. The person who will control that all employees begin to use CRM.
4) “Maybe you'll wait, or maybe not - it's your business ...”
Lack of attention to the object of love. When the leader is removed from the choice, planning and active implementation of CRM.
But it is he who knows better than anyone else the entire kitchen and all business processes. Despite the appointment of
5) What is popularly called "storytelling on the demo version."
Decide that the system is so good that a free version or a demo version will solve all the problems of the company.
There are cases when the free version can satisfy a lover, that is, a buyer. But usually, as happens with all demos, this only works at the initial stage. As the business grows, the need to expand and deepen increases. Therefore, the budget for implementing CRM must be thought out already at this first stage. And on it you need to determine whether the vendor suits you, its conditions and support.
6) "In love - as in a pool, with the head."
In practice, this desire, “not fooling around” with an analysis of the situation in the company, “quickly” install CRM. And there everything will go on its own - as it goes.
Such an approach in love will lead to the fact that it will hurt a little. What can we say about business.
We advise our customers to start automation with such simple actions:
a) Clearly, preferably in numbers, formulate the goal of implementing CRM.
You can use both quantitative indicators and temporary. No need to write a lot. The most important thing is enough. If you cannot express the goal in numbers, you cannot achieve it.
Making work more convenient is not a goal, but a Wishlist. To reduce the acceptance of a new order to 1 minute - this is the real goal.
b) Make a list of factors that will fundamentally affect the achievement of this goal.
c) Write a mini implementation plan.
Your plan must comply with the rules:
- gradually;
- continuously;
- increasingly.
The only way! Do not run to buy a diamond ring if you used to meet girls only on programming pairs. We need experience in meetings, communication, quarrels and reconciliations. The emotion of a "bummer" is the worst poison of delayed action.
d) We do not discourage you from being in love. Be! Be in love - and do not try to foresee ALL the subtleties in your plan. Because to do this is impossible. No one has succeeded yet. You always do not foresee something and this is normal. No need to be afraid. Final understanding comes only with practice.
And a mistake will be too delaying the transition to the next stage. Take action. Just do it.
The second stage is the official beginning of the relationship
«Они женились долго и счастливо и умерли в один день»Love is getting stronger, and dating is being replaced by formal cohabitation. You will get to know each other much closer, begin to influence all aspects of your partner’s life. A time of togetherness and joy. You feel protected, welcome. And you believe that you just found your own person, that this, as they say, is fate and that you will never doubt it. The appearance of children is likely, which can be a real test for a young couple.
The importance of automation for business is hard to overestimate. This is the preparation of the platform for the further leap, productivity growth and the work of the company team. A project to implement CRM, ERP, BPM should be well organized and thought out.
Nothing strengthens marriage like a prenuptial agreement. The same applies to the introduction of automation in the company. Drawing up an automation plan requires the participation of both parties - both the client company and the vendor.
We (Webproduction) do this:
1) At this stage, we have already received from the client a general plan - his vision of the project (his goals and ideas for their achievement);
2) Next, we create an implementation document.
This document becomes the main one at this stage. Its purpose is to describe in general and at the same time in sufficient detail those changes that need to be achieved.
This is a serious preparatory phase, in which both sides:
- verify their understanding of the upcoming implementation;
- determine the optimal control scheme in the company system;
- Identify bottlenecks and streamline business process diagrams.
3) Our employee acts as the best man at the wedding - an instructor who “through the hands and hearts of the client” ensures the implementation of the system.
4) We select the first block and start with it.
It must meet the requirements: important, useful, can be done quickly.
Here is a very common mistake - the desire to get all the charms of family life at once. Not just marry, but immediately and more kids to give birth. And the engagement, and the wedding, and name day with christening to the heap.
And in our case, such a strategic blunder is the introduction of CRM in all directions and divisions at once, only all at once, here and now. Or good - or nothing.
But it turns out well only if gradually, thoughtfully and leisurely.
Of course, modern CRM systems have long outgrown the boundaries of sales departments: they cover the work of marketing services, accounting and legal issues and approvals, warehouse, logistics, HR department, production management and support service. And they are usually called more difficult - in one word of three letters you can’t do it anymore.
This, of course, is an ideal - a complete integrated automated eco-system of the company. This is the peak to which we must strive, both in marriage and in work. But so simply and immediately this peak does not submit.
Therefore, gradualness is important. "Intent", as the Japanese say, denoting a smooth but confident movement of the katana.
Determining the current goal - collecting information - plan - testing - training - data transfer / start of operation. First in one block. Then analysis, finding errors and bottlenecks. Further planning, transition to the next block. This is similar to a comprehensive treatment of a company’s body. Thoughtful and without shock therapy.
In order for the implementation to proceed as smoothly as possible, the vendor and the client determine the point of start of operation. For example, the point may be the day when employees start sending letters and making calls only through CRM. This is the easiest option - and easily accessible. Once this point is passed - you can move on to the next. The introduction of more and more CRM features should be carried out in stages, so that it is easier for employees to learn and get used to the product.
The inevitable “grinding in marriage” begins.
Stage Three - Disappointment
«Любовная лодка разбилась о быт»The first difficulties turning into the collapse of naive hopes of boundless happiness. This is the stage when there is a feeling that feelings are irrevocably fading. The behavior of the partner begins to annoy. I want to take a break in a relationship. Or even admit that it was not your person. Why torture yourself and someone with whom it was once good ...
Why is disappointment happening?
Because we face difficulties or problems that we did not expect in relations with “this ideal creation”:
1. Quarrels and misunderstanding between the partner and your relatives.
“Whoever she is, I don't like her anymore, son.” The converse is also true - remember the jokes about the mother-in-law and the eternal female cry about the mother-in-law.
In the context of CRM, this is the rejection by your employees of a new work system. And sometimes just ignoring or even outright sabotage.
According to experience, those who do not finish something at the workplace, work mediocre or have the personal benefit of the fact that there are no strict control tools most actively resist CRM implementation.
In such cases, the company may come up with its own rules to encourage the use of CRM. For example, to allow not to perform those tasks that are not in the system, even if the CEO himself set them over a cup of coffee. I didn’t make a task - you can ignore it. Or there is no transaction in CRM - there is no payment for it. Of course, this is an extreme measure and it would be nice not to bring it to them. To think over the employee motivation system, the ways of its implementation and control is an important task for the boss.
2. Inability of partners to agree on a division of responsibilities.
“I'm here as a woman, not like a thermometer”
Each team member must understand the extent of their participation and responsibility in the new system. Employees need time to get used to the system, get comfortable in it, adapt to the desired mode. It is very important for the leader to be aware that lapping is necessary. Claims and squabbles destroy any marriage. Total control and massive repression for the fact that someone does not cope with CRM will not bring benefits.
However, ignoring the inaction of their subordinates is also not worth it. It requires training, motivation (we have already talked about this above) and the help of the person responsible for implementing CRM, a leader and a vendor. It is always better not just to demand, but to explain what you want and why. Workers need to understand the structure, logic, communication, and mechanism of CRM. For this, primary training from the vendor is important.
3. “Learn, study and study again” The
art of love, or rather, the ability to love in marriage, must be tirelessly studied, although this is not taught at schools and universities.
In the case of CRM, everything is simpler - you need to train employees to work with it, and the vendor will help in this.
Without comprehensive employee training, CRM implementation will remain an inept poke and novice poke in the unsuccessful search for the “G-spot”.
In addition to the initial training, there should be an improvement in the love of CRM skills within the company itself.
Sex toys (using additional CRM features in daily work) and role-playing games (building healthy competition between employees by aggregating data about their work and posting indicators for everyone to see) will help here. In general, there is where to turn the vicious imagination of the leader (it is important not to go too far and not turn the game whip with the pink pompom into a banal and unpleasant whip, the scourge of the driver).
The more various CRM features and capabilities are integrated into the employee’s normal course of work, the faster and more complete his training will be.
This, of course, will cause protests ... But it’s hard to learn - easy in battle. And without a fight, new market segments cannot be mastered and a piece of market pie cannot be recaptured from competitors.
4. "Oh, that's it!"
Some points in the distribution of rights and responsibilities in the family are simply impossible to take into account even in a marriage contract. And plus to this is the growing distrust between partners.
Who will wash the dishes? Why not the one who cooks? Well, let not that one. But why then, if one cooks and the other is washing dishes, then there are three times as many dishes after dinner as when the same person cooks and washes ?!
Conflicts of interest in different departments of the company can cause a serious problem with the implementation of CRM. In theory, all employees should have one goal: increasing profits and profitability of the company. But often personal and group aspirations contradict corporate ones. Under these conditions, due to the difference in the goals of different departments, some of the information may be “lost”, delayed or withheld. In financial companies, for example, this often happens between the trading department and the back office.
In the case of dishes, the problem is solved by buying a dishwasher.
In a corporate conflict, the shortcomings of the functioning of CRM can be eliminated using its advantages. All data on the work of the company should be gradually centralized and accessible to all employees who need this information to make a decision. Integrated, universal CRMs (those that are CRM + ERP + BPM) help to cope with this task. Such systems provide full automation of all information flows of the company.
Note the important. Here we do not consider the need to build a “Chinese wall” between departments. This may be required by the interests of the client, the safety of insider information or the market regulator. These are special cases occurring, for example, in large financial companies between investment and brokerage units. Here, of course, the approach is completely different. Sometimes a husband, on duty, cannot tell his wife what he did at work, but this is not mistrust, and everyone understands everything.
5. Mistakes made in previous stages.
“Well, I was such a fool! After all, I saw it! But she hoped that she would resolve herself. ”
Here, the correct data entry, and the lack of backups and uniformity in the database, and ill-considered integration with other systems, and the storage of different
A psychotherapist (a vendor who can order an audit of business processes, for example, Webproduction has such a service ) or a wise close person can help in solving family conflicts (Remember the employee whom we chose as the implementation manager? Yes, it's him!) .
The employee responsible for implementation can become both an internal auditor of thin spots in CRM's work, and a coach for the rest of the team, and a supervisor of other employees. He can contact the vendor, train himself and then train the rest of the team, make sure that everyone understands and uses CRM, collect feedback and resolve issues and inconsistencies with the CRM supplier.
Be that as it may, the crisis is resolved together.
The fourth stage - overcoming the crisis and the transition to high love
«Любовь как хорошее вино – с годами крепче, выдержаннее и богаче на вкус»Understanding the essence of what caused pain and conflict in the third stage: you are aware of the illusions and old injuries that you projected onto your loved one. Before you appears not the one you represented and wanted to have next to you, but a living real person. You understand and accept all the advantages and disadvantages of a partner. You heal each other and go to the stage of so-called high love.
It should be noted here that Jed Diamond called his concept not simply “Five stages of love”, but added - “and why many people stop at the third”.
So, the introduction of CRM can come across a crisis, a temporary loss of productivity, an increase in expenses, a breakdown in the team, and at the same time a loss of interest and support from the leader.
It happens that a divorce is inevitable. There are several golden rules for partner compatibility in a marriage. They should be compatible by age within 10 years, plus or minus, according to the cultural and intellectual level and internal sexual and ethical standards (I don’t remember the source, I'm sorry).
Perhaps the wrong CRM or the wrong provider was selected. The system may not correspond to the tasks and goals of the enterprise, it may be too simple or too complex, too expensive to maintain or insufficiently functional. Perhaps the vendor does not give you the necessary support. Then you should “get a divorce” and find your CRM-system.
In all other cases, temporary difficulties are left behind.
Previously, subordinates saw in the CRM a new whim of the boss, a headache that would take away their time and energy and distract from their main job. Or an instrument of mistrust on the part of management, control in the details. Old, experienced employees protested or tried to passively go on strike because they were deprived of a sense of their importance, expertise, forcing them to “relearn” and do things differently, not in the way they were used to and have been doing this for many years.
However, the convenience of using CRM, getting rid of the burdensome routine and increasing the speed of performing work operations over time itself gave an impetus to radically change the team's opinion about the new system.
They could also say that “this stupid” CRM “did not fit” under their specific sales scheme or reflection of sales of services or something else. But with time and experience of use, understanding came: it is important not to push the scheme of work in CRM, but to get a resource for organizing and simplifying the process of processing information. Then to quickly receive it at the right time.
Of course, we are now modestly silent about your titanic contribution as a boss in explaining how important and useful the new system is, how it accelerates work, how it simplifies interaction with other employees and departments, how it emphasizes the advantages of an employee as a professional (if he is a professional), not leaking personal results to the overall KPI stream. How many tears, sweat and sleepless nights you spent on developing a motivation system and monitoring the implementation plan. :) But we all know. You have sought and achieved. You know all the advantages and disadvantages of the system and work tirelessly to improve it. And these poor Webproduction guys are on your fast dial anytime, day or night.
You already see the first results of a new lifestyle. You already said goodbye to your lazy surfing and fasting lovers (goodbye, cats!). We have already understood that the loss of a stellar employee is not as terrible as it is painted, because the system teaches everyone how to work the best. You are no longer afraid. You look with your eyesless eyes into the dark and at the same time such a bright future. You have already experienced depression and satori during the same reporting period. You will not be surprised. You believe the numbers. And the numbers indicate that sales are growing, and profits are increasing. And you can’t be fooled or confused. You know the Tao of CMR. You believe only your accountant.
The fifth stage is the awareness of the real strength of the couple and its use to change the world for the better
«Мы будем петь и смеяться, как дети,
Среди упорной борьбы и труда,
Ведь мы такими родились на свете,
Что не сдаемся нигде и никогда»With the understanding that you have learned to overcome your differences and found a deep, lasting bond in your relationship, it comes to the understanding that you two have the strength to change something in this world. Not only get along together, but live together for a common cause. Work together, write, create - anything. And, when you start to work and think as a whole, having overcome all the stages, you can already say with 100% accuracy: "This is my man."
Employees of the company begin their day with brushing their teeth, and then go into their office remote workplace through a mobile application. They no longer think of normal life without CRM. It's as natural as facebook or seals, they say (hello seals!).
The interface of each is configured in accordance with its goals, objectives and moods. This is part of his personal fulfillment at work.
People are involved in improving the work of CRM, share life hacks among themselves.
Based on CRM data, not only reports are created, but also reports for prof. conferences. Charts, graphs and reports give you the opportunity to get a new line of credit on favorable terms - your lenders and investors are impressed with your expertise.
Thanks to CRM, the sales department gets the opportunity not only to accelerate and qualitatively improve communication with customers and sales, but also to draw up effective plans. The advertising and marketing department, based on these data, predicts future promotions, sales and advertising campaigns. The service department helps the managers of the sales department to track the entire cycle of relationships with the client, establish after-sales communication and conduct additional and new sales. All units operate smoothly and efficiently. The team begins to work as a single organism, changing for the better not only the performance of the company, but the market as a whole.
If all five stages are passed and they passed through the heart and soul of everyone, if you were able to overcome the inertness of the old leadership style and stereotypical thinking of subordinates, if you started to use all the capabilities of CRM, then all the advantages and benefits of automation are already appreciated, and all doubts are left behind . The development of new peaks and horizons begins, without being distracted by procrastination, routine, without wasting time on repetitive procedures.
The company as a whole and all its employees begin to live and create in CRM:
- plan their working day, receive reminders from her, make calls through her and remember thanks to her about meetings, rallies and other important issues;
- remember all the features of customers, using their profiles in the system, saving all contacts, details and documents, information about birthdays and names of children;
- see for each client all correspondence, all communication histories, all ups and downs, all failures and all points of interest, keep records of communication with the client;
- keep track of your results and know what needs to be done, what you have succeeded in, and why you can wait for encouragement;
- give colleagues the opportunity to do their part of the work so that the client is satisfied with communication with the company and with a particular employee personally;
- do your job, get better, forcing CRM itself to grow and become better / easier / more convenient.
Remember our example at the beginning of the article? Anatoly Efremovich, who fought with the "tyrants" of the unstructured team of the company ?!
“The bonus system built on speed and quality of task execution stimulated even those who were not the best. Workers who performed tasks within the framework of role standards earned virtual cumulative points, which every financial week turned into quite real bonuses. In the first three months after the start, people who did not want to change left the enterprise. Space has been vacated for advanced and productive players. And the company with the introduction of the CRM + ERP + BPM
The enterprise, which was solely managed by Anatoly Efremovich, has changed. The best became a practical standard, the framework of standards was transformed into procedures for planning the workload of employees and departments. The departure of the former has ceased to be a threat to the company, and their achievement is the norm of behavior, enshrined in the form of KPI - indicators of achievement ”.
This is the happy ending of our love story.
After that, you can begin full-fledged work.
Hurrah!
Thank you for reading to the end!