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Senses Fail
Why CRM Projects Fail
1Overview
This article discusses some of the "human", ie factors related to people who can cause a CRM project to fail. Then, analyze why, for business and the use of Microsoft ® Outlook ® for daily e-mail, calendar and contact management, implementing a CRM system for Outlook gives you the best chance of overcoming these problems and ensure a successful CRM implementation.
2The problem
CRM has received a lot of negative publicity in recent years due to failure rate of CRM implementation projects.
A recent Butler Group report found that 70 percent of CRM implementations fail. A Gartner study found that about 55 percent of all CRM projects failed to meet customer expectations of software. In a Bain & Company survey of 451 executives high level, CRM is ranked in the bottom three categories among the 25 most used tools to assess customer satisfaction.
While there are a multitude of reasons cited for the failure of these projects, our experience in implementing over 200 CRM projects directly is that user acceptance is one factor more critical.
In his article on "Why CRM projects fail, Rajiv Chaudhry quote:
You can design the best process in the world, and again with the best and more technology, but if your people do not buy into the project, it will not work. There are three issues related to persons that have emerged in many CRM programs, which should be considered:
• Syndrome Fear of Change. You already have a sales process in place. May be based on printed reports, clips, and post-it, but it works to some extent and people are familiar with it. Reengineering requires change, which most people instinctively resist. This fear of change must be treated from the beginning, or the same people that the system is designed to help those who are failing to see.
• The is quite easy Syndrome. For your CRM system to succeed, everyone must use. For the sake of speed, the temptation may be to let IS or a few users to read and write design computer system interface. What will end up with a system they think is easy enough for use, but not easy for everyone. CIO observation sums up the whole issue about usability: Too easy never is.
• Big Brother syndrome. Note that the horror stories of the hidden reasons that companies implement CRM programs may already be circulating through your sales force. There may be heard how these systems are designed to track their every move, waiting for a mistake so that management can fall on them. This distrust is very serious initial issue to be addressed quickly.
Leaving any of these unresolved problems will only result in major problems to be ready for its implementation. They must be treated with the head so that everyone is on board and support what the company is trying to achieve.
Other I would add to the list above is:
• The "WIIFM" Concept: More completely known as "What's in it for me." It is good to introduce a system that only benefits the company. This is closely linked to former Big Brother syndrome. In other words, you can not expect a system to sustain itself if it produces no benefit to the users.
3Answering these challenges with a CRM system based on Microsoft Outlook
The fear / resistance to change syndrome dictates that the less users have to change the way you work, it is more likely to adopt any new system based on what they have come. So if users are sending email, managing their own contacts in their own personal contacts folder, and scheduling appointments with the Outlook Calendar, they do not want to change this. We have often seen in the past when users first thing we asked after introducing a new CRM system for Outlook, it was usually "Why should I learn a different calendar? - I know Outlook and I feel comfortable with him. "And trying to introduce a system that" synchronized "or" integrated "with Outlook also caused endless problems with calendars that is "out of" sync, etc. So this did little to reduce user frustration.
The resistance to incorporate change is another side that is reflected in a popular saying namely "Up to the age of 18 years to fulfill their habits from then on, you do." The reality of these words of wisdom is summarized as follows: If a new system is introduced as not only the training necessary to learn the system, but one also has to be a new set of habits related to the procedures necessary to implement the system, then the worker will average 3-6 months to develop these new habits to the point where they are rooted in their daily work routines. E invariably if the user does not see sufficient benefit in the system soon enough (ie before that these new habits are fully developed), then keep doing what they were doing before the new system was introduced and, as such, the new system falls into disuse. A common excuse we use to get in the post-implementation audits of users that have failed have been entering activities in the new CRM system was "Oh, I keep forgetting to open the system," or "take too long to open the system when I need it."
He is fairly easy Syndrome: If everyone is already using Outlook, and has been trained in Outlook, or at least has become familiar with its functionality, then it will be quite easy for them to learn some new things related to "relative" items together to transform a client from Outlook "Value" Management system. Microsoft has made huge investments in the study of the usability of Outlook and solicit feedback from users. Why reinvent the wheel when users already know (and usually love) this interface.
Big Brother Syndrome: The installation of a new sales automation system with Analysis and comparison of activity reports productivity and evokes a wrong impression among salespeople. However, only adding to the functionality Outlook to provide a customer-centric "related" view of the existing disjointed elements in Outlook (appointments, tasks, journals, contacts and documents) makes all the sense in the world to users, and does not introduce any negative connotation.
The "WIIFM" Concept: Here Outlook definitely comes to rescue. Users will appreciate the benefits of Outlook as a "personal information manager," especially in Microsoft Outlook and proclaims to be. The emphasis involves staff in the main benefit is the user and not necessarily the company. So in that sense Microsoft has resolved the question of "What's in it for me?"
After considering the fact that Outlook certainly addresses some of the human factors associated with CRM implementation, we still have to look at what as well meet the challenge of Outlook in terms of functionality. We can do this by looking first at the bases of a contact management system, which is still the core of any CRM system.
4The Basics of any Contact Management System
Any contact management application needs at least the following basic features:
a) A mechanism for storing contact information and profile.
b) A means to plan and organize appointments with contacts, not only for yourself but other team members managing those same contacts.
c) A means to plan tasks and made-for such contacts.
d) A mechanism to record any relationship with a contact, ie, meetings, phone calls, emails, documents, etc.
e) Some form of storage of documents sent and received from a contact.
f) A way to send and track email communication.
Contact 5Outlook inherent functionality
With reference to the list of the above requirements, Outlook at least fulfill the following requirements:
a) A mechanism for storing contact information and profile: The "Contacts" folder in Outlook and allows the full profile of any business or personal contact is maintained.
b) A means to plan and organize events for contacts: Outlook calendar facilities provide these very effective when combined with Exchange Server incorporate a large number of collaboration features that are extremely difficult for any other independent CRM system to emulate or reproduce.
c) One way to schedule tasks and contacts made-for: the installation of Outlook task management is excellent for this.
d) A mechanism to record any interaction with a contact: The "Diary" contains installation of Outlook standard fields necessary to record phone calls, meetings, etc. with clients, and can even time such activities.
e) A way to send and track email electronic communication: The Inbox and Sent Items stores incoming and outgoing e-mails.
However, while Outlook is the basic foundation a strong contact management functionality, there are certain limitations of Outlook to be taken into account.
Outlook 6Limitations
As an application contact management, however, Outlook has the following limitations:
Contacts a) private mailbox (, Appointments, etc.): Without the creation and personalization of public folders, most users only use their private mailbox Contacts folder to manage their contacts, thus limiting the exchange of that information and potentially creating massive duplication of the same data within the organization.
b) Contact Centre: By virtue of his being only a Contacts folder (and not businesses folder), Outlook tends to be focused on contact instead of focusing on account, which can be limiting for users management of corporate accounts.
c) discrete, independent folders: Most users tend to use their Outlook folders as discrete elements, ie because it is quite cumbersome for users to link one item to another, (eg a contact to an appointment) they seldom do this. Therefore, it is difficult for users of the organization to obtain an overview of all activity that occurs within the organization against any particular company or contact. The universal objective of any CRM system however, is provide a "single view of all customer related information to everyone in the organization."
Outlook Limitations 7Overcoming
Several CRM systems Outlook, such as MX-Contact (www.mxcontact.com) Outlook add-ins are to overcome these limitations by extending the functionality of Outlook to transform it into a powerful CRM system without changing the way users send messages, appointments, etc. These systems use the full functionality existing Outlook, but add the functionality of CRM systems to coordinate activities and Outlook items into a "central view of all information related customers. This is the holy grail of CRM calls.
8Other Benefits of a CRM system-based perspective
There are several other advantages different for the deployment of Outlook as the basis for contact and customer management. We summarize here:
Ease of Use:
one Outlook) is always the first application to be opened: Whenever knowledge workers to reach their place of work every day, prognosis tends to be the first application that opens, and you need to check which e-mail has been received since last clock out of the office. He or she therefore opens by default the application needed for contact management. One of the major obstacles to overcome in the implementation of any CRM system is to get users into the habit of opening the new system. With Outlook this is not a problem.
b) Outlook is always kept open: The nature of the customer interaction is that it is often re-active, sporadic and improvised. It is therefore imperative that the application used to record these interactions is always "at your feet" so to speak. Since users maintain Outlook open all day to respond promptly to e-mail ensures that this is the case.
c) Familiar Interface: If users are already using at least Outlook email and calendar, then they are already familiar with the interface and how to add new items, edit existing items, etc. Therefore there is usually very little requirement for extensive training when a system is implemented Outlook. This drastically shortens the average running time.
d) The percentage increase in E-Mail Interaction: An increasing number of users are discovering the benefits of e-mail communication over other forms contact details (telephone, fax, letter, etc.). As email becomes more widely used for customer interaction, it makes sense to display their email client as the main vehicle for managing communications with customers, instead of using a completely different application.
e) A universal calendar system across the enterprise and supply chain: Since the vast majority of corporate users are using Outlook, easy, for example, to send meeting requests to suppliers or customers, who can use many of the same collaboration features that are available for internal users / co-workers. Many CRM systems have their own calendar system, and since not all users will (or can) necessarily adopt this system means that you have to immediately tackle the problem of maintaining these different calendars synchronized so that all users can effectively coordinate their journals.
f) A store e-mail: Many conventional systems based on CRM databases on the market have difficulty linking to emails, as an e-mail is not the same object type as a document says. For this reason most systems not running inside Outlook tend to copy the contents of an email in database tables, which effectively double the data and also the disconnection of your original theme, thus losing its formatting and also make the management of "Answers" and "Forward", to the point hard.
g) A document management system: Some CRM systems also copies of the documents in its database to enable replication of these documents to remote users. The disadvantage of this approach is that a document can only be edited from within the CRM system and not also its source in the file system of Windows or Exchange Public Folder in the way that most users already know.
h) Simple majority synchronization with PDA: Given that all PDA's synchronize with Outlook as a standard, this means that you have automatic access to data Contact management if you stay in Outlook instead of being in another application.
Reduced cost of ownership:
i) No additional infrastructure Required: If a company already has infrastructure in place needed to run on client computers to Outlook and Exchange Server, then no customers server or additional hardware is needed to run a system based on Outlook.
j) The cost of upgrading to newer versions of Outlook shared: Very often a customer has to justify the costs of updating Office and the purchase of the CRM application. With an Outlook solution, this update cost is shared as the company receives a large number of additional benefits and functionality of the upgrade of Office / Outlook as well as receiving a new system CRM.
k) Reduced Training Time (Cost): Given that users are already familiar with the basics of Outlook, the time need to train users, and therefore the cost of this training, is significantly reduced.
l) of the Great Base Support: Since there is a large number of internal users and external consultants who know Outlook and VBA / VBScript (used to extend its functionality) is easier and therefore less costly for improve the functionality and support its user base.
m) Wider application of the training itself: If a company invests in training its staff the functionality of Outlook, to more effectively use a CRM system based on Outlook, Outlook will use this knowledge in everything that a user in Outlook, even those activities not related to management clients, but more internal collaboration, etc. However, when you invest in training around a system separate property, then this training can only apply to the use of this system and nothing else.
n) Reduced Installation Time: Given that a system based on Outlook is installed in Outlook, is a simple matter for IT personnel to install the system. In many cases this can be done by the same user or herself.
9Summary
Previous promoting Microsoft's Outlook as a "Personal Information Manager" created the impression among users of Outlook that is limited to managing personal contact and not suited as a basis for a corporate client in the entire management system. Hopefully This article has rectified some of these misconceptions and shown that, given that much of our interaction with customers every day starts from within Outlook, Outlook with Exchange or SQL Server is the perfect environment for a customer database is all important. For an example of an Outlook-based CRM system, please take a look at MX-Contact (http://www.mxcontact.com). A free version is available for download http://www.free-contact-manager.com.
Version 10PDF
A PDF version of this article can be downloaded from:
http://www.outlookwise.com/OutlookWise/Why_CRM_Projects_Fail/01_Why_CRM_Projects_Fail.htm
11About the author
This article was written by Brian Drury, founder of ExchangeWise (http://www.exchangewise.com), and the architect of MX-Contact (http://www.mxcontact.com) a CRM, contact management and Sales Automation System for Microsoft Outlook. Brian systems has more than 20 years of experience in the computer industry and focused in Contact, CRM and collaboration during the past 14 years. During this time Brian and his team have been involved in over 200 CRM implementations direct project covering 7 different products. He is also the editor of OutlookWise (http://www.outlookwise.com), a free newsletter for to keep users of Outlook to date with news, reviews and articles of interest in Microsoft Outlook and Exchange Server.
About the Author
Brian Drury is the founder of ExchangeWise (http://www.exchangewise.com), and the architect of MX-Contact (http://www.mxcontact.com), a CRM, Contact Management and Sales Automation System for Microsoft Outlook. Brian has focused on Contact Management, CRM and Collaboration systems for the last 15 years. He is also the editor of OutlookWise(http://www.outlookwise.com), a free newsletter aimed at keeping Outlook users up to date with news, views and articles of interest on Microsoft Outlook and Exchange Server.
What are the lyrics to street map Senses Fail?
Can not find them at work. Can anyone help?
If I fall or trip back in love I'm gonna bring a ladder, and gloves, so I can climb right back if there is even a shred of doubt. I'll also bring a flashlight and leave a trail and stick to the plan, you can get lost there if not real sure, of foreign territory there are times when the road becomes blurred and the way wrong feels right. But who would want me anyway? I'ma lush with broken parts of paper mache. I have nothing left to give, I do not think I've done. Sometimes I would like someone to help me fin person he was, or give me a detailed map of the streets are the traffic patterns in beeps. I am finding safety the lines are painted so they can serve as a guide. Empty tanks and broken wheels take me home. At this moment I'm hanging on the edge trying not to fall into back where I come from. I dove in too deep with rocks tied to me, should have had a plan because now these ropes are not free. I have no faith if I did then I feel safe. I'll wait here by luck, but it is good afternoon. At the bottom is a place I know very well. So who loves me for all anyway? I'ma lush with broken parts and I will never change. I have nothing left to give, I do not think I've done. I wish I could find the person I was, I always I thought I would be happy if I wanted, but I have nothing to give I do not think I've done.
Senses Fail - Family Tradition
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