SMB and CRM Solutions….lessons that can be learned

I came across an interesting article on destinationCRM.com , the article was titled "Are CRM Systems Too Complex for the SMB?" and the first paragraph stated:

"Among managers and small-business owners implementing CRM systems, more than four out of five (82.9 percent) say that getting staff to use the software is the biggest challenge they face, according to a new survey from Really Simple Systems, a provider of hosted CRM software."

In my mind that statement has very little to do with complexity; most applications today are very intuitive and easy to use. I also think that with technology today a more appropriate word is solutions not systems; in my view that word alone sounds technical and gives the connotation of complexity.

I think the perception of complexity and lack of user adoption is the result of:

A company not going through the proper steps of having a defined efficient and repeatable sales, marketing and service process.

• Lack of executive support and inclusion of users in the selection, implementation and training stages.
  

The survey also found that:

• More than two in five (42.9 percent) respondents use less than half of their existing CRM system's functionality. – I agree but using the 80/20 rule by knowing and addressing your immediate needs that will point you in the right direction.(MWT)
  
• More than half (50.5 percent) say that synchronizing data is a major issue. – Synchronization today is not what it was several ago, knowing what synchronization means to you and your organization can be having internet access through mobile devices or wireless connection to your data. (MWT)
  
• More than a third (67.1 percent) say that finding time to evaluate CRM systems is a major issue. – Make the investment in time and expertise to make the right decision, do not let the vendor dictate, get a 3^rd party consultant to represent your interest and investment, this is a MAJOR decision. (MWT)
  

I will agree that most applications over deliver in the feature functionality arena and maybe that creates complexity in trying to do too much initially. Think about it, the majority of us use Microsoft Outlook right? But do we utilize even 50% of what it can deliver? Most of us use what we need to get most of our initial needs met and then we gradually expand the basic capabilities.

I can also assure you through my experience that this is not an issue with just SMB's but I have consulted large enterprises that experience the same problems.

CRM solutions can be over analyzed and the real reasons of having one can be lost in translation from what vendors are pushing. For example, I would think for sales and marketing users it is important that the CRM solution allows them:

To streamline and cut down the process of finding and acquiring new customers

1. Know which prospects to be in front of when they are ready to buy
   
2. How to keep their pipeline full
   
3. Easy to access, maneuver and report as well as the ability to integrate with applications like Outlook
   

I recently saw a demo of an application that focused on allowing sales reps to efficiently make calls and follow up without the multiple key strokes most CRM applications require. The application allows you to model your business process as you make calls and positions you to know who to call, why you are calling and provides the process scenario, response and action taken in half the strokes it takes for conventional CRM applications. It also integrates with your CRM system when leads uncovered and qualified are ready for the pipeline.

Another cause of complexity and lack of user adoption is trying to accomplish tasks with solutions that were not developed for that process and you have multiple clicks to get through your list. One of the reasons this solution was created because users were frustrated with the multiple screens and key strokes required to get through a call list.

I agree with Laurie McCabe, VP of SMB solutions for AMI Partners on her assessment and hope SMB personnel as well as vendors take note.

There are many CRM solutions available that are geared specifically for the SMB segment but taking the time to get your organization and people prepared before making the investment will give you immediate user adoption and a positive return on investment.