Through evolution our brains have developed to recognise and assimilate patterns as shorthand for dealing with what we perceive as reality. As we go through life our experiences are hardwired as knowledge to allow us to react to external happenings without having to rethink our responses to every similar event which we have already have experienced.
Innovation requires us to forget, in a sense, what we know and look at problem solving from a new and fresh perspective. This is similar to children who are ‘unencumbered’ by the hardwired and previously assimilated responses which often prevent us from identifying or appreciating novel innovative solutions.
Key areas to focus on when implementing or improving a CRM system.
- What CRM-related problem are you trying to solve? Focus on these rather than all available features
- How will you incent employees to use the CRM system, you need to answer the ‘What’s in it for me?’ question
- Who will sponsor and continue to back and promote the project?
- Is the application easy to use? especially compared to what is currently being used?
- Is there an adequate training and refresher program in place?
- How will you ensure that the data will be kept current?
- What other systems and tools can be integrated with to make it more useful? Email and calendar tools, accounting, human resources, social media, etc
- Is the CRM application accessible via a mobile device?
- Think about how would you analyse the data in the application using Analytics tools to improve customer satisfaction, pipeline conversion, customer engagement, etc