CRM Implementation : Where does it end?

Answer is, that is no end to it. So what it is that never ends? Here, my reference is to a #CRM implementation. CRM implementation is a process or a journey, that never ends. It becomes an amazing journey, in which looking back to see with what features and functionalities a CRM implementation started (at a #business #enterprise) and where it has reached, in terms of the present features and functionalities implemented. Any CRM implementation that sees its end for enhancement is actually a representation of stagnation in its parent business. CRM enhancements and developments are directly proportional to the business growth. So, if the business is growing the CRM implementation grows with it, invariably.

Some very traditional IT sub organizations still struggle to comprehend this fact. In their perspective a system implementation starts and affirmatively ends with a definable time-frame. Which is true to a greater extent, i.e. small to large enterprise resource planning systems' implementations do end within a speculated timeline. Such systems, once implemented may not undergo any changes in their features and functionalities, over a long period of time. 

Whereas, CRM implementations are characteristically different. CRM implementations have to undergo changes and upgrades to keep a brace with the, modern world, dynamic business environments. It is not that CRM products are deficient in any ways. Most CRM products, in today's times, have matured over the past 10 years, offering simple to complex features for Customer Relationship Management automation. Also, the CRM systems have become highly component-ized by way of which the business enterprises can opt to automate marketing, sales or customer service in their order of preference and with their choice of products. There are many live examples of CRM automatons achieved with a mix of products from different vendors, integrated with variety of BI and data warehouse systems, existing back-end systems and external systems.

So, coming back to the question with which all this started...Where does it end? This is to know where or when does a CRM implementation end. 2 months, 6 months, or in a year? Let me tell you, in my experience of over 18 years in CRM domain, I have seen CRM systems stagnated with their preconceived features and functionalities. In most cases such CRM implementation projects have actually ended in 3 to 6 months period. But, then I assess the business enterprise owning such CRM implementations, and I have, invariably noticed, that the corresponding business enterprises are also running a stagnated business. Such businesses have not grown even by 20% over the past 5 years, or so, period. 

Such practical finding or you can say such learning at ground-zero has amazed me. Now, I can simply put that if a CRM implementation has not been enhanced in its features and functionalities for more than a year, then it can either mean that the business is not prospering, or it can also mean that such CRM system has been so futuristic-ally designed that there has been no need for enhancements, for a very long period of time, since the date that such CRM systems went 'live'. The second scenario is very rare to find. At least, I have not seen any such CRM implementation which was so much futuristic-ally designed. Though, I have practically reviewed a limited set of CRM system, ranging from anywhere between 300 to 400 CRM implementations.

Hence, the derivative from my experience in CRM domain, is that if the business is prospering and maintaining a steady growth rate of 30% or more, year on year, then their CRM which went 'live' a year or two years ago, will have undergone loads of changes and upgrades. And, such CRM implementations with flourishing business enterprises continue to grow, to keep pace with the ever changing and dynamic business markets.

The answer is, that the, CRM implementation never ends, so do not worry if there is always something or the other to be done in the CRM system. It is a very normal characteristic of any CRM system implementation to keep growing, proportionate to the business growth of the business enterprise.

Leading from this point, it becomes very imminent that the CRM product in use or planned to be implemented needs to be very easy to use and can be rapidly configured or customized. If the CRM product of choice takes quite a bit of an effort to customized in accordance with the changing business needs, then that leads the user community to setup parallel (manual) systems, to coup with the business needs. Mostly, it is MS Excel that comes in to play, in such situations, creating silos of critical business information which can be required for quick decision making. The chosen CRM product can be such that it can keep pace with ever changing business needs for its existing and new features and functionalities.

Salesforce.com has become the market leader in the CRM domain, due to its very flexible architecture and highly intuitive product design. Salesforce.com is by far the fastest implemented CRM product available in the market, today. Though, there has been an influx of (similar looking) new CRM products such as ZOHO or SugarCRM or BPM Online, which primarily are copies of the architecture and design first conceived and promoted by Salesforce.com. Even with the rising competition, Salesforce.com has maintained its leadership position, with a greater margin from its closest rival (competition) CRM product. It is probably, only the price point with which the competitors of Salesforce.com exist in the market. But if you have always wanted the best, then there can be no compromise when it comes to CRM automation with Salesforce.com. 

Salesforce.com is always on the forefront to launch newer and newer product features which are designed, developed and incorporated in the Salesforce.com products' suite derivative of the ongoing study and research of the business verticals. What is in, what is out and what is going to be in demand, from the business enterprises standpoint, is the outcome of market researches conducted by Salesforce.com. Based on which, I can certainly estimate, that the Salesforce.com product that I used to implement in 2005, and I am implementing now in 2017, there has been more than 100% makeover of the product features and functionalities. Along side, the key benefit of being the fastest time-to-market product implementation, Salesforce.com has always kept itself a brace with the product advancements. 

If there are still any doubts or queries or comments, please feel free to post and I will be happy to respond. It has always been a learning experience for me with Salesforce.com, and I am sure it will continue to be...