In the course of writing 14 CRM books, and working as a full time CRM consultant for the last 20 years, I am fortunate to be blessed with a fairly constant stream of new CRM clients. I have observed that they fall into two very different categories:
- Those that have forged ahead on their own, learning by trial and error.
- Those that want a bit of guidance prior to proceeding.
Frankly, I make quite a bit more money from the first group. This group represents brand-new users who have setup their database through the trial-and-error method. Unfortunately, I don’t see their trials but I do see their errors. I am currently working with a client who followed this methodology; the final product is a mess which they are now having to deal with. For some odd reason they repurposed even the most basic core fields such as first, last, and company name making it literally impossible to find a contact using any of the traditional methods.
Another new prospect is looking for guidance is creating their initial database. That’s my kind of client; I will be able to help him structure his data in the most useful way possible by avoiding the most basic pitfalls.
I have developed a methodology that I use for CRM Implementation which I call the SPECS approach. This approach seems very basic yet it is one that is overlooked by most all of the CRM users with whom I come into contact.
Segment: Unless your database is going to be based on a single population (e.g., customers of a single product) you need to segment your database into smaller, more manageable portions. You might do this by a single segment (e.g., Industry) or multiple segments (e.g, Prospects in the Entertainment industry).
Process: I try to make a simple assumption when working with a new company that they are reasonably successful and that their success is a result of good, sound business practices.
Eliminate Errors: The typical database has somewhere between 5,000 and 25,000 contacts; typically, 25% of those contacts can be classified as “Dead Wood.” Contacts become old and outdated, or they change positions and are no longer relevant. But, more often than not, I see duplicate contacts, incomplete information or contacts that simply “fell through the cracks” and were never touched. And don’t get me started on the mess that is often created when a user attempts to import data from another source.
Core Features: Many new users of CRM fail to get any training and therefore do not always learn some of the small but useful functionality of their software. The smallest distance between two points may be a short line but for many CRM users that take a very convoluted path to customizing their software. On the surface these users may “get the job done” but have unknowingly rendered other important aspects of the CRM software useless. For example, many new users create a “Sales Rep” field not realizing that a Record Owner field already exists.
Simplify: Most companies designated their IT Guy to customize their database; after all, he or she loves and understands technology. Unfortunately they often become enamored with the coolest CRM features and forget that the day-to-day users are less computer illiterate. Strive to keep your customizations as straightforward as possible and keep in mind the users who will be using the final product.
Let me know your thoughts about my process in the comments below. Or, if you are in need of either Act! Consulting or Zoho Consulting feel free to reach out to me!
