Using SaaS for a CRM Rollout? Don't Rush It

Ann All

Ease-of-use is a primary selling point of software-as-a-service. Despite some niggling concerns over integration, SaaS vendors tell prospects that installation may amount to little more than a couple of mouse clicks on their end. Though not all SaaS stories are unqualified wins, SaaS has yet to produce a failure on the scale of the multi-year, multi-million dollar ERP implementation that prompted Waste Management to sue SAP for $100 million earlier this year.

 

Yet it's important to remember, as this Inside CRM article points out, that actual implementation accounts for only about a third of a CRM system rollout. Important pre-implementation steps, including defining your business processes and getting staff on-board, will take roughly the same amount of time whether companies use on-premise software or SaaS.

 

Though downplaying the importance of people and processes is a common problem with any CRM rollout, as I wrote last summer, I suspect it's worse with SaaS because so many vendors promote speedy implementations as a primary differentiator between their products and traditional CRM software. In that post, I cited Quocirca analyst Clive Longbottom:

(Companies) have fallen into the trap of having thought that they have bought a solution, whereas what has really happened is that they have bought some technology. This technology may make things work faster -- but if the over-riding CRM processes are bad, all you will do is hack off customers more quickly than you were doing before -- and possibly more of them.
So, don't try to speed things up by neglecting process definition. It is inherently time-consuming because of its highly iterative nature, notes the Inside CRM article. Business process management software may help, both with defining and then streamlining processes. For that reason, Gartner and other experts tout the benefits of using BPM to improve CRM efforts.

 

Obtaining employee buy-in is another time-consuming step that is often neglected, whether companies use SaaS or on-premise software. Barton Goldenberg, the author of "CRM Automation" and president of ISM Inc., told me in an interview that ensuring employees will obtain real value from a CRM system is the key to getting them to use it. He suggests that for every one piece of information that you ask users to add into a CRM system, the system should deliver at least three pieces of valuable information back to the user. He calls it the "3x factor."

 

Martin Schneider, director of product marketing at SugarCRM, which offers both SaaS and on-premise versions of its software, is quoted in the Inside CRM article as saying SaaS saves time for companies that won't require much software customization because "a lot of development time goes out the window." But, he says, any time saved could be lost -- and then some -- later if companies need to add advanced functionality like project management or integrate their CRM system with a database or other back-office system. In that event, he says:

SaaS can not only save you time, but it can waste you time.
The bigger lesson here: Don't become so intent on speed-to-market that you rush things during the evaluation phase.



Add Comment      Leave a comment on this blog post
Oct 21, 2008 1:53 AM Vinay Iyer Vinay Iyer  says:
SaaS or on-premise or hybrid. Ultimately, it comes down to a good business strategy championed by the right executives with the right incentives and supported by the right solution (business process, application, training and support) that matters.It is often amazing how the right incentives can work wonders even with an average CRM solution. Reply
Oct 21, 2008 3:25 AM ecentric ecentric  says:
The Sugar Refinery (http://www.theSugarRefinery.com) is a SugarCRM customisation and integration specialist. We have fully recognised the fact that clients require accelerated processes which enable the anlysis and staff buy-in processes to be more proportionate to today's reduced CRM budget spend.Our Accelerated Requirements Gathering process concentrates on rapidly identifying the role, information requirements, process flow requirements, and feature requirements of each staff member likely to come into contact with the system.The process then maps this information onto SugarCRM functionality to identify any gaps.Our defined usability process provides early visibility of the project to staff, and enables them to take an active part in the final solution development. Performed iteratively it helps gain staff buy-in and self-trains the staff.The result - we can provide a fully hosted SaaS solution, customised to the customer's individual need, with staff buy-in, for a cost effective price in a compressed time window. Reply
Feb 13, 2009 1:52 AM crm crm  says:

It is definitely time for any company, still using a spreadsheet for customer management, to move to a new CRM system. It is possible to find a solution that fits a company's needs and budget, while greatly increasing productivity over that offered by a spreadsheet plan. http://www.avidian.com

Reply
May 30, 2009 6:19 AM Fedor Fedor  says:

All software has some bad sides. I think that right solution on SugarCRM can help many companies

Reply

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