The goal of a customer relationship management (CRM) initiative is measurable success. CRM expectations include more leads, higher lead-to-revenue conversion rates, identification of up-sell and cross-sell opportunities, and improved customer service, all leading to improved client retention rates, increased revenue, and other benchmarks of achievement. Measurable returns on a CRM system investment cannot be achieved unless the user community fully embraces the new system. For a new CRM system to succeed, a change management plan must be designed, executed and continuously managed that organizes the intentional behavior change of a targeted user community to the point of proficient use of the new system. The process of behavior change is central to any CRM adoption planning effort.
This is an infographic designed to accompany the white paper, CRM ADOPTION: An Organizational Change Management Framework, written with invaluable insights from our CEO, Tim Fargo, and our master project managers.