10 Critical questions to ask when you implement CRM

I came across an interesting article called: Saving CRM: Creating a data quality program by Douglas Ross.  Mr Ross is Douglas Ross, VP & CTO, Western & Southern Financial Group, so it’s from a users point of view, and not a vendor.  This is a well pointed article I urge everybody to read.

The most interesting part of the article is the list of 10 Questions you should ask before you start the project.  I have listed them here.

1. Have the benefits of improved data quality been defined for and agreed upon by the senior executives in the business?
2. Has the organization defined architectural standards for data, the relationships between data items, and requirements for data usage including those levied by the audit, regulatory, and compliance areas?
3. Does the organization measure data quality and strive for continuous improvement using agreed upon metrics, scorecards, and dashboards?
4. Are data-entry personnel equipped with tools to help enter clean data into the target systems?
5. Are there formal data stewardship roles, and are the related processes well-defined?
6. Do the systems you intend to integrate all support a universal, immutable customer identifier?
7. Do the target systems support all the necessary data elements and the actual relationships between products, people, accounts, and employees?
8. Do the target systems cooperate with one another to maintain data integrity, or do they “fight it out” and overwrite one another’s information from time to time?

9. Has the organization undertaken a bulk cleanup project to cleanse or rationalize legacy data?
10. Does the IT organization understand the benefits of clean data in driving improved business results?

If you answered “no” to nine or more questions, you’re in the same boat with a lot of other organizations.

I hope these questions will be mandatory for future implementations.

Read the article here.

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2 Responses

  1. When you say “from a users point of view,” given the scope of those “questions,” I assume “user” is defined as the IT guy. Every front-line “user” salesman I’ve worked with just wants to know; “is this something that I can use, easily, to make more sales.”

  2. Hi Fred, I guess I should be more specific. You are right. I meant from the customer/clients view and not the vendors.

    I have worked with sales for 25 as a front line salesman myself. If these questions were adressed before someone decided for you to use a CRM system, you’re job would be easier.

    You could trust the data, you would find the right customer /product instantly, and in-fighting over customers would be much less, to note some distresses I have had as a sales rep.

    But I guess I should have been more to the point! Thank you for the comment!

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