The CRM implementation iceberg…

Despite the fact that a lot of our engagements are focussed on our CRM planning, requirements gathering and vendor selection services, we also get involved in a lot of project implementation work. Some people find this surprising – they figure once the CRM software vendor gets underway there’s little left for us to do.

This view is predicated on a dangerous misconception that overshadows the CRM mid-market – that the CRM vendors provide the whole shooting match that takes the client from pre-CRM to a live high pay-back system. This isn’t the reality. Take a vendor quote and what you are seeing is the visible tip of the implementation iceberg. Lurking under the surface is a far bigger bulk of implementation work that is not provided for. Key areas such as business analysis, process analysis, process development, data cleansing and preparation, basic systems configuration, process documentation, business process specific training, and user adoption services, all vital to a successful project, are typically go un-catered for in the vendor proposal.

To use a building analogy – the CRM vendors in general are happy to build the walls and put on the roof, but the rest is down to you. So unless you want to take the time and trouble to learn how to do the plumbing, plastering, and electrics, you face the choice of living in a shell, or getting outside assistance. The reality of the SME market space is the CRM vendors act as technology providers, they may not admit it, but they aren’t in the business of delivering business solutions. And so the role we invariably play in the implementation phase is as a bridge between what the vendor can provide, and what’s necessary to deliver a high ROI CRM system.

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