Change Process in Customer Relationship Management Strategy ? Part I

Redesigning a business process is never easy as people get affected by changes. Yet, change is an inevitable component of customer relationship management strategy. Change fosters growth, as espoused by Professor Rosabeth Moss Kanter of Harvard Business School. Indeed, remaining stable amidst the dynamic forces of competition leaves companies obsolete.? Yet, one of the problems most organizations experience is resistance to change.

To successfully implement a new CRM system, it is crucial to identify the root reasons for resistance. Resistance can emanate from practical reasons that management should immediately address. There are many factors underlying why people resist change most of the time. Major reasons include loss of control, uncertainty, feelings of incompetence, and additional workload to adjust to a new system.

Change is good but most organizations are unprepared. For example, it may not even have a good sales process in place. At the start, users would also spend time recording more information required by the system. Once a new CRM system is put in place, people must understand that it will take time and effort to learn. As such, users have to undo old habits like in the case of Aviation Australia, a leading aviation training organization. For many years, employees have gotten used to manual scheduling of courses and instructors. However, as the company grew, scheduling became a complicated task. The employees have to undo old habits which are one big challenge against change.? So, how does one big company like Aviation Australia undergo change process? ?There are three phases of change management that businesses must totally go through. It may be a painful and slow process but the benefits are worth it.

1. Explain.

Users should thoroughly understand the key benefits of a CRM system. It could mean more efficiency in scheduling courses offered by Aviation Australia. This translates to less stress for users because they already have all the information they need. It also meant real time access to information which is a key driver in making decisions. Aside from operational efficiency, reporting to management is made easy. When users understand these benefits, it is easier for them to adopt CRM.

2. Pain.

No pain, no gain also applies to CRM.? At the start, learning would be slow; yet, very efficient CRM providers can provide solutions that are unique to any organization. A helping hand is extended through intensive training and accessible support capability. Once the implementation is done and all information is centralized, users and customers will see tangible rewards.

3. Gain.

Even if your business expands five times, a flexible and scalable Microsoft Dynamics CRM solution can handle demands. Aside from automation of core processes, customer experience is greatly improved. Customized applications courtesy of flexible development framework streamlines internal processes. Employees have full control of transactions that leads to happier customers.

Indeed, change process using CRM system is more of a positive experience that provides tangible gains. Huge companies like Aviation Australia took the big leap using Microsoft Dynamics CRM solution. It found a good partner through MrCRM and has never looked back at manual scheduling of courses. Make change work for your business, not against it- by choosing the right CRM software and partner.

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