CRM Tools: Breathing Life Back Into Your Investment
Posted by
Don Graff on Wed, May 18, 2011 @ 10:03 AM
How can I get my CRM initiative going again?
Often times we try to bite off more than we can chew when implementing a comprehensive CRM systems and use of the process often takes a back seat to other initiatives. Here are some steps to get back on track.
Step 1. Resurrect your old strategy and analyze it.
Was it over ambitious, did it include all income generating departments. Where and when did it go off track? If you cannot identify the problems, get help from an outside consultant. Yes it is going to cost money, but it will be money well spent!
Step 2. Get everyone on board.
In order for any CRM strategy to work, you must have the full commitment of your management. This is all about staying competitive, keeping your customer base happy and creating additional income for everyone in the organization. Your managers then must bring the message to the end users (sales force, service and parts department) getting them on board as well.
Step 3. Report to boot camp.
With a time schedule in place, managers are the first to get new training on the CRM. They need to know all the common procedures and features that there department end users will use every day. They must also have the ability to produce various key reports due each week without excuse. The second waves of training are all the end users at the dealership. Everyone must be included, from the receptionist up front to the service managers in the back. This will take time with multiple sessions; again this is when your outside consultant will be a very valuable asset to you.
Step 4. Make it an event.
OK, the plan is in place, everyone completed training; you are ready to go; Right? Well almost, this is the time when everyone is focused on a common goal. Now is the time to hammer it home. Take time out of the day, bring in lunch or better yet, after the doors are closed bring in a light dinner, make it a relaxed forum for the owner and managers to explain that the goals that have been set benefit everyone. Let everyone knows what is expected from them, then have fun with it.
Step 5. You're the boss, Right?
Make it perfectly clear, that CRM compliance is part of everyone's job description. Give Recognition for those that use it. The Highway for those that don't! Don't let your hard earned money sit unused on the desk top any longer. Get help and get that CRM strategy going again!
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