Given how much investment is made in technology, including CRM systems, it is amazing how many times I have heard, during my working life, senior management propose ditching ‘apparently’ troubled solutions without ever considering the facts.

It is astonishing, especially considering the current climate, to hear this sort of reasoning bandied around at senior levels. Yet it happens. Whether it is bad advice, ignorance or just refusing to listen, it strikes me that effort is often not targeted effectively enough to ensure that either the best is being made of technology, or that scant assessment is made of requirements versus functionality.

On the whole, technology is often expensive to buy, implement, maintain and develop. Too often though, the effort stops shortly after the buying stage, (sometimes before – in terms of understanding the best way to approach the procurement).

Badly implemented solutions often come about because (one can only assume) it seems too expensive to invest in a proper set-up or, worse still, senior staff are keen to get some flagship project in place within an unrealistic timeframe.

Following on https://buycbdproducts.com that, and perhaps more obviously so with a CRM, resources are not allocated to encompass ongoing understanding, education and maintenance.

The impact of this is not always immediately obvious, but over time the cracks begin to appear and, slowly but surely, confidence begins to erode. Users don’t understand the ins and outs, training practices wear off, coordination and consistency gets lost in a foggy haze and, pretty soon, some of the age-old complaints come out. Here are just a few, which I’m sure will be recognisable to many:

• The database is rubbish
• The data is rubbish
• We don’t trust the data/database
• I don’t know what this or that means, so I don’t use it
• I just keep everything on a spreadsheet – (Article 02/03/12)
• The database doesn’t do what I want it to – (very often not true)

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The list could go on and on. Sadly, the old adage, “garbage in, garbage out” is a universal truth. Data is “rubbish” because not enough consistency has been applied to how and what data goes into the database. This can be anything from the format of names and titles, to the intrinsic coding behind donation information, mailing information/flags etc.

If there is no structure behind what is going in and not much thought given to what you want to get out, then there is really little basis for the definition of “good data”. Consequently, it is very hard to understand much of what is in the database as it can be whimsical and the reasoning hard to fathom. Therefore it may be duplicated, ignored or misused. None of which is good for anyone.

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As for spreadsheets, quite aside from the issues dealt with in a previous article, their overuse can usually be directly attributed to a lack of confidence in the database and the, often false, assumption that what the user wants to achieve cannot be done effectively within the CRM.

Like most things in life, starting off on the right foot and practicing good maintenance are essential to a healthy CRM. People working around it, in spite of it or spending an age trying to work it out, just breeds inefficiency. It may not always be a tangible cost, but logic dictates it is costing.

I will make one small admission here. No system is perfect. Nothing will do everything. It’s a fact of life, despite what some vendors would like you to believe. Sometimes compromise will be involved.

However, the key points are; if you have not yet got a CRM but want one, go about it properly. That means really thinking about and assessing what you want to do, why you want to do it and the best solution for achieving it. Once that is decided, then implementing it effectively, with structure, consistency, an ongoing maintenance, development and training plan (i.e. someone to properly manage it) and, crucially, getting the buy-in of those that will be using it, is a must.

If you already have a CRM and the complaints above, or ones like them, seem all too familiar, ditching it and starting again without a proper capabilities assessment is foolhardy.

Either way it is a big job, but the wiser investment is more than likely to be in and around the solution you already have.
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