Implementing a CRM is supposed to support digital transformation, automation, and scalability. However, as with any software project, pitfalls can happen. That’s why it is so important to plan, communicate clearly, and get help from a consultant you trust!

We want everyone to have a positive experience with CRM, because we’ve seen how a strategic implementation can propel good companies to greatness.

Here are the five most common CRM implementation mistakes we see and how to avoid them.

Mistake #1: Scope Creep

Scope creep is a common challenge in CRM implementation projects. It happens when the project's scope expands beyond its original boundaries, leading to increased costs, delays, and potential project failure. Factors that contribute to scope creep include:

• Unclear project goals and objectives: If the initial project scope is not well-defined, it can be easy for features to be added as the project progresses.
• Changing business requirements: As the project moves forward, the business's needs may evolve, leading to changes in the CRM requirements.
• Poor communication: If there is a lack of communication between stakeholders, it can be difficult to manage expectations and prevent scope creep.
• Pressure to deliver more: In some cases, stakeholders may put pressure on the project team to deliver additional features or functionality, even if it is outside the original scope.

The Solution

To prevent scope creep, it is important to have a clear and well-defined project plan, establish effective communication channels, and regularly review and adjust the project scope as needed. Everyone must be on board with the goals of the project and the plan for rolling out the implementation. That includes the features, the timeline, the phasing, and the budgeting.

The first phase of the implementation should roll out the MVP (minimum viable product) with as many out-of-the-box features as necessary. For many companies, this phase also includes one simple integration. In subsequent phases, new features and integrations are added.

How We Help Avoid Scope Creep

A good CRM consultant (*cough * like us * cough*) helps their clients define a clear set of requirements and use cases at the onset of their project. They guide the client in gathering the right stakeholder team and asking the right questions to uncover which features are an immediate need and which can wait until a later phase of the project.  

At TAI, we also help our customers rank those features numerically. We do this because numerical rankings force the client to focus their CRM implementation on the core features essential to their goals. We manage the strategic roll out with hard deadlines to push the project forward and keep lines of communication open. This way, everyone understands the role they play and how it affects the next milestone.

Sometimes, changes to business requirements are unavoidable. In that case, we help the client quickly pivot and adapt so we can minimize disruption and keep the project on track towards the goal.

Mistake #2 Unaddressed Data Quality Issues

Even for businesses that have never had a CRM, CRM implementation requires the movement of some amount of data into the system. Whether it’s data from Excel files or information from a legacy application, it’s crucial that the data is evaluated and organized before it’s migrated into the new system. Three issues we see with data quality in CRM implementations are:

• Teams underestimate the volume of data they need to sort through and how much time that’s going to take
• Teams aren’t sure which data should map where into their new CRM, or whether it should map at all
• Teams uncover inconsistent or incomplete information that tacks on more time to their data cleaning and preparation 

The Solution

The first thing to do is to identify all possible data sources. Then, get an idea of the accuracy and completeness of that information. Are there duplicates? Missing data? One aspect of data quality that is often overlooked is the formatting. Dates, phones numbers, addresses, and other similar data must share similar formatting for entry into the CRM. For example, if some people were entering phone numbers as 555.222.1144 and others as (555) 222-1144, the team must agree on a standardized format going forward.

How we Help Avoid Bad Data

Technology Advisors assists its clients with data cleaning and preparation using industry best practices. We are also experts in data migration, so we can quickly analyze data and create mappings that guide the migration into the CRM. Once the data is moved, we evaluate its integrity to ensure the outcomes are what we expected.

We also recommend establishing data governance policies and procedures (which we have templates for!) and setting up automated rules for data entry, duplicate detection, and quality alerts.  

Mistake #3 User Resistance

As humans, we are naturally resistant to change. Some employees adopting CRM may feel they are losing autonomy or control over their work processes. Others may be apprehensive about learning new software or changing their work routines. Expecting and preparing for these issues helps avoid CRM implementation sabotage.  

The Solution

Communication is the cornerstone of user adoption. If employees have concerns, listen! Address those concerns promptly. Create a supportive environment that encourages their input and keeps them looped in on the project. By understanding why something is happening and how its going to benefit them, teams will be more likely to feel positive about the change.

Phased implementation also helps minimize user resistance. By rolling out the CRM to select users first, you get their feedback and buy-in. These leaders drum up excitement about the CRM with their fellow employees. All employees must be well trained on the CRM, so when it’s their turn to start using it, they are ready to take advantage of all it has to offer.

How we Help Avoid User Resistance

When companies partner with us to implement their CRM, we not only manage their project, but we also train and support their teams. Years of strategic CRM implementation projects inform a process of training that keeps everyone engaged and makes using the CRM feel accessible, even to less tech-savvy team members. Encouraging user feedback opens communication and allows us to proactively make any adjustments that could improve user adoption.   

Mistake #4: Poor Project Management

We’ve had many customers come to us for help after a failed CRM implementation. Their previous CRM partner lacked expertise, was disorganized, or simply didn’t set the right expectations for the project. The right partner should use a strategic approach to tailor the CRM implementation to each client’s needs.

The Solution

Choose a partner with a proven track record of CRM implementation experience and a standardized execution process. The implementation team should set a detailed plan tailored to your specific business needs and goals. When issues arise, that partner should provide timely support to get it resolved.

How we Help Avoid Poor Project Management

Technology Advisors has implemented over 5,000 successful projects for companies across B2B and B2C. Through this work, we’ve crafted a strategic and scalable implementation approach that’s adaptable to every business. Our dedicated project management team keeps clients aligned to the process while our technical team knocks out each phase with precision and thoughtfulness.

One of our favorite things about working so closely with our clients is getting to know them! We’ve built lasting relationships and seen many customer referrals from our reputation of honesty with our clients, even if it’s not always what they want to hear. We also offer smart solutions and ideas that help customers discover avenues they hadn’t previously thought to try.

Mistake #5: Over-Customization

Nearly every CRM project requires some level of customization work. However, over-customization can drastically increase project complexity and delay the implementation. It’s important to find a balance between customization and standardization so your implementation team can realistically meet their goals. Some of the biggest pitfalls with customizations are:

• Making sure they align to your unique business processes
• Avoiding excessive customization that tacks on high development costs
• Ensuring custom features are properly tested and functioning before go-live

The Solution

Over-customization and scope creep often tie together in a CRM implementation. As users and stakeholders see the possibilities of tailoring the system to their specific needs, they may request additional features or functionalities that were not initially planned. This is another reason why it is so important to precisely define the use cases of the CRM. It’s also why teams must regularly review the scope as the project progresses. This way, everyone understands the goals as they’ve been laid out and can avoid derailing the implementation with unplanned work.

How we Help Avoid Customization Challenges

As the project manager, it’s our job to ensure your team stays aligned to the designated implementation plan. We work to manage the expectations of the stakeholders and suggest alternative approaches or workarounds to avoid over-customization. We offer objective and honest advice based on our experience and industry best practices.

Concluding Thoughts

For a successful CRM project, you must make your decisions and stand by them! Think critically about your business goals and immediate needs, and how those translate to your CRM’s capabilities. Avoid distractions that cause scope creep and over-customization, prioritize data preparations, get your users on board, and most of all, go in with a detailed project management approach.

An experienced CRM consultant will guide much of this process with you and do all they can to keep you moving in the right direction. Vetting potential CRM partners before implementing will help you determine which one has the best action plan and experience to match your project goals. For a free assessment of your CRM needs, you can always reach out to our team.