What Makes CRM Go Wrong When Moving to the Cloud?
When a business decides to move the sales functions to a CRM system based in the cloud, such as Salesforce, it is a significant investment, both financially and in terms of the time put into the transition. There are several reasons why businesses either fail in switching to a cloud-based CRM system, or why they simply never realise its true potential. The top four are below:
- Lack of buy-in. CRM puts the focus of your business on the customer, and this may mean a change to your internal culture. Cloud is a concept that must be embraced at all levels rather than something that is simply ‘migrated to’ in a one-off operation.
- Lack of relevant training or knowledge. Without the knowledge and experience to maximise the opportunities represented by a CRM system, you won’t see the true value of using one. The especially applies to a cloud-based CRM solution as it is the opportunity to create a truly customised system.
- Miss-timed changeover to CRM. The process for transferring sales functions to a CRM system needs to be managed correctly, giving time for adjustment and building in testing and ‘tweaking’ phases. It’s an ongoing process, not a case of simply flipping a switch.
- Insufficient data provision. The amount of data storage for a CRM system must be calculated carefully, with adequate flexibility put in place to ensure this can be adjusted to suit the growth of the system.
It doesn’t have to be this way. All of these potential hurdles can be overcome when a business has cloud experience and expertise on its side to make the transition, whether that’s in-house or an outsourced partner. The shift to cloud requires someone who has seen all the objections, pitfalls and challenges (and successfully tackled them head-on).
No two cloud implementations are the same. A successful move to the cloud, especially when customer data is involved, requires a bespoke transition, implementation and management to ensure smooth operations. Very few organisations will have the skills in-house for this (and why would they? Moving to the cloud is not usually a core business function) so most will need an external parter to help with the transition.