 | Cindy Howton, MD, Financial Services, CRM Practice , BearingPoint, Inc. You Asked
What is the difference between Large and Small size companies concerning the implementation of CRM processes? | | |
The Expert's Answer
The fundamentals for implementing CRM processes are the same regardless of the size of the company, or organization. The primary difference is scale. Based on our experience in working with middle market clients, we find that the decision-making process is typically faster since there are fewer constituents involved in the decision-making and it is easier to gain consensus around strategy, process changes, and implementation priorities.
Additionally, the integration and data quality issues are somewhat contained thereby reducing the time required for implementation and mitigating some of the key risks associated with larger implementations. This is not meant to imply that CRM implementations are “easy” in middle market, or smaller companies, simply that the degree of complexity can be less.
It is imperative that the smaller companies still focus on getting the fundamentals right. Namely, defining a CRM strategy with clear business objectives and priorities, establishing strong executive sponsorship, actively engaging the key business stakeholders, and focusing on organization change management from the beginning to address user adoption issues early. All of which must be done before launching into implementing CRM technology.
BearingPoint’s approach to implementing CRM is highly applicable to small organizations as well as large: think big, start small, deliver quickly, and monitor and measure success as you implement. In other words, take a long-term, strategic view of CRM, but attack it with targeted, well-coordinated initiatives focused on delivering value rapidly.
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