CRM implementation priorities

The first priority of a CRM deployment should be to learn about existing customer data within the enterprise. It is obvious, but often overlooked. I often make it the top priority when scoping CRM services. Is all that customer data in all of the right hands? 99% of the time it is not. It needs to be in the hands of the people working with the customers. My approach is to get that data to them. Usually, this is an instant success which give a solid foundation for future successes.

Second priority is to understand cost per call. Before the deployment, I have to be able to calculate cost per call (the $ metric). This is true for a services or sales force automation deployment. By correlating the cost per call to improvement, I can calculate a cost per call improvement. This is ROI. Automate your internal processes so that you can pull everything you know about your customer into a single view for your rep (sales or service).

Keep these two priorities in mind and your CRM implementation will be on the road to success.