Making CRM stick by using Dr. John Kotter 8 Step method - part 5 - Creating a change Vision

Why are is the organization implementing CRM? What is the vision or message that we want to communicate to the organization? Is this a vision that will resonate with the organization?

"The reason we are changing to Dynamics CRM 2015 is that the old CRM system was based on VB6".
"We are moving to Dynamics CRM since the cost per seat is a lot better than Salesforce".

How do you Think the two visions above will resonate with salespeople that need to take time out of their busy days to put a lot of time and effort into Learning a new CRM system, often with new processes. The thing is that the reasons above are both very logical, common and true, but when creating a vision for change it is essential for the vision to resonate with the people it is to be communicated to.

For instance, a vision for the CRM system can be that by centralizing Customer information and making it easily available at all times of Customer interaction, traversing previously impassable organizational division. By sharing Customer information across Corporate divisions the all Customer interactions, it is our strong belief that the Customer experience of our Company will be greatly increased, which in the long term will increase Customer loyalty and decrease Customer churn.

Other areas that are typical for CRM is increased business productivity, more time with customers, information at your fingertips with the mobile/tablet applications. It is also important to not use too much Corporate buzzwords, especially if the recipients of your vision are less formal as these people tend to not buy in to the lingo of sales and management. Why not try it out on a few representatives from each of the roles that your are targeting, and see what they Think. Try to ask the questions in an open manner, for instance "How should we improve this to make the most conservative of your colleagues buy into this?"

The example above is a short and general the vision is a bit longer, but not too long, maybe being divided into different parts. For more detail, please see John P Kotter's Leading Change.


Gustaf Westerlund
MVP, CEO and owner at CRM-konsulterna AB
www.crmkonsulterna.se