Audit your existing setup before launching a CRM project
Mon Projet CRM - 29 octobre 2024
Before implementing a CRM, it is crucial to understand the current state of your processes, your information system, and the practices in place. Mapping this "as-is" state will allow you to better prepare your organisation and ensure a smooth transition. This article explores the key stages of this analysis, including interviews, shadowing, document review, and an examination of your information system architecture.
1. Why map your current landscape before implementing a CRM?
Understanding current processes is fundamental to:
▸ Real-world example
A B2B company using Excel spreadsheets for sales tracking discovered frequent calculation errors and slow communication during the mapping phase. Implementing a CRM enabled data centralisation and a 20% productivity gain.
- Detecting weaknesses: You identify duplicates, inefficient processes, and friction points.
- Adapting the CRM to actual needs: A clear vision ensures CRM features align with each department's expectations.
- Driving adoption: Involved users and aligned processes foster rapid and optimal adoption.
2. Methods for mapping existing processes
▸ User interviews
Interviewing key users is essential to understand their needs, practices, and the pain points they encounter. Interviews should be structured around process steps, tools used, and operational objectives.
▸ On-site immersion
By directly observing users at work, experts can detect informal practices and workarounds that are often undocumented but essential to the daily workflow.
▸ Documentation analysis
Analysing documents (procedures, guides, reports, etc.) provides a comprehensive overview of processes. This step is also crucial for identifying weaknesses in data management and information redundancies.
▸ Information System (IS) architecture
Examining your current system architecture (ERP, databases, internal tools) helps anticipate the connections and integrations required for the CRM. This analysis identifies automation needs and data synchronisation options, thereby avoiding information silos.
▸ Real-world example
In a retail context, an analysis of the IS architecture revealed that POS and inventory management systems were not synchronised with the CRM. The CRM solution therefore integrated an API to connect and update information between teams in real time.
3. Structuring and formalising the results
Synthesise the gathered data into process diagrams, workflows, or requirement specifications. Tools like Lucidchart or Visio allow for the representation of current flows for better understanding.
▸ Our tip as CRM experts
A complete audit of your existing landscape is the key to a successful CRM integration. Involve users from this analysis phase to identify the specificities of their daily work and facilitate the transition.
Key takeaways
- Spotting weaknesses: You identify duplicates, inefficient processes, and friction points.
- ▸ User interviews
- Synthesise the collected data into process diagrams, workflows, or requirement specs. Tools like Lucidchart or...
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