Organisations that embark on a CRM usually do so with the expectation of increased profit and revenue, lower customer churn and / or more profitable marketing. The positive return on investment (ROI) is the ‘pot of gold’ that justifies the project’s cost and effort and these benefits are are eagerly anticipated.
While these benefits are undoubtedly achievable, the failure rate of many projects demonstrates that for many they are about as elusive as the pot of gold at the end of the rainbow!
Finding the pot of gold at the end of your CRM project requires that the project stays on time and on budget as well as delivering the expected results. These goals are usually easier said than done.
Finding the pot of gold might be the definition of a successful CRM project!
However, following these seven simple steps fully will show you your pot of gold.
Most businesspeople in Australia are very aware of the debacle caused by the recent Optus 14+ hour outage. You may be one of those businesses or people who suffered financially or personally from the catastrophe - nearly half of Australians were unable to use their phones (mobile and landline), internet, EFTPOS machines to take payment from customers and more.
Now, about 35 hours after it started, Optus has not yet published the cause of this outage. It may not be known, even internally.
However, this post is not about Optus nor the devastating fallout of the outage for both Optus and the millions of affected clients. Rather, I want to share a key lesson from this disaster for CRM projects.
That may seem like a peculiar comment from me – a Microsoft Certified Trainer (MCT), Business Applications Most Valuable Professional (MVP) and someone who loves helping people achieve business success with Microsoft Dynamics 365.
I think that Power Apps has certainly added a layer of confusion for people selecting team members for a Dynamics 365 project. Let me explain.
Goldilocks was out walking in the forest when she finds a house. She knocks at the door. However, nobody answers. Goldilocks is curious and pushes open the door.
On the kitchen table, there are three bowls of porridge. Goldilocks is hungry, so she tries the porridge in one of the bowls. It’s too hot, so she moves on and tries the next bowl. This porridge is too cold. Then she tries the third bowl, and this porridge is just the right. Goldilocks eats the whole bowl.
In the living room, there are three chairs. The first chair is too big, the second chair is too small, but the third is just the right size. Goldilocks sits down and relaxes. Unfortunately, the chair breaks. Suddenly Goldilocks realises that she is very tired. Goldilocks goes upstairs, where there are three beds. The first bed is too hard, the second is too soft. But the third bed is perfect. Goldilocks lies down and falls fast asleep.
The first little pig learnt the hard way about not thinking of the future and ensuring that solutions are resilient. This pig built his house from straw, and when the wolf arrived, it did not take long for the little pig to become dinner!
The second little pig learnt from this and built a stronger house – from sticks. But, with some effort the wolf overcame this, and the second pig too was dinner.
The third little pig saw what had happened to his brothers. He really did not want to become dinner. He spent time thinking about what had happened to his brothers and what he needed to do to avoid the same fate. Only then did he set about collecting building materials. Eventually, he built a brick house. The wolf tried to make him into dinner as well – he huffed, and he puffed – but he could not blow the house down! The third little pig beat the wolf and lived on to tell the tale.
Why am I telling you this well-known children’s story?
When we build a CRM solution without considering the design from a range of different perspectives, we encounter challenges, often expensive challenges, later. It is rarely good to take the first solution that comes to mind.
Take a lesson from the third little pig. Learn about your options, the advantages and especially the disadvantages of each. Consider each possible solution from the perspective of different users – technical users and business users – both current and future.
When working with Microsoft Dynamics 365, I can find several possible technical solutions for any business requirement. Admittedly, some of these are close to ridiculous and many of them have issues. However, thinking about them and the potential issues means that the solution that I ultimately select is resilient.
What other fairy stories, or children’s stories provide lessons like this?
Opsis is an expert Microsoft Dynamics 365, Microsoft Power Platform and CRM strategy consulting company. Our focus is your CRM success, with Microsoft Dynamics 365 / Microsoft Power Platform or any CRM technology - not licence sales or billable hours. As Principal CRM Success Catalyst, Gill oversees all business operations, strategic planning and execution, yet she still believes in offering personal attention to each and every client, so as to understand their needs and offer tailored solutions. We are based in Sydney, with clients in Sydney, Canberra, Melbourne, Brisbane and across Australia. Gill is the creator of SuccessRM - your blueprint for CRM success. We offer: