Your leadership team is serious about adopting a Customer Relationship Management (CRM) system, but is uncertain about what to expect throughout the process. This is understandable, considering all the unanswered questions most companies have prior to researching CRM providers.
On average, it takes around 10 to 12 weeks to fully implement a CRM system, and there are five key stages your team can expect during this time. These proven tips have guided many through a successful CRM system launch and on to continued success.
1. Establish Goals
Before you interview CRM providers, you and your team should have a clear understanding of what you want from a CRM system. This may require a little introspection within the company to identify what you need most from a CRM resource. Involve all departments in the decision, and find out what each requires. Gather input from sales leaders who understand the sales engine; an IT leader who understands the Electronic Medical Records (EMR) data and who will work with the CRM provider's data team; an executive sponsor who provides buy-in to support the new platform; and someone within the company who understands the clinical office, most likely the person who takes calls and understands the intake process and workflow within the EMR.
2. Create a Timeline
Once you have selected a CRM provider, it's important to establish a timeline up front from both the client side and the CRM vendor. This creates shared expectations where each party can hold one another accountable for established milestones. This is a good time to discuss best practices and define specific milestones with dates attached. Set expectations about how you want the CRM platform to work for you. The more prepared you are heading into implementation, the smoother and more efficient the process.
3. Discovery
The discovery phase is utilized for data gathering. This is where the CRM team drills down into your company's data. The CRM provider will request a sample data set that is pulled from the EMR or a previous CRM system. This will show the CRM team from where your referrals come and how the sales team interacts with them. This is the stage where the CRM team will get a good perspective on the team's day-to-day data needs.
4. Connectivity Set-Up
This is the "nuts and bolts" stage of implementation, where your data team works with the CRM provider's team to connect the data. There are different ways this can happen, but the three main elements you want to track include accounts, contacts and referrals. Once the CRM provider is able to access data via your EMR and cross-reference all the information, you will want to make sure the data is coming across and populating the desired areas within the CRM system. Once connectivity happens, the process of mapping and validating cross sections of data takes place. At this point, you should have a fully functioning product.
5. Team Training
As the purchaser of a CRM system, you should expect the vendor to provide in-person training, web sessions, online training guides, video guides and/or Web-based training. This service should be included in the CRM package. Post-implementation, you should have ongoing access to training and customer support. Remember, it's you—the client—who creates value from the CRM system. Make sure you use the available training to make the most of your system.
Implementation can be smooth if your leadership team is committed. Be attentive, responsive and actively engage with the CRM team. Mutual expectations will ensure implementation goes as planned, ultimately leading to more referrals and increased profits for the organization.
