You’ve just discovered yourself surrounded by Witches and Munchkins in Munchkin land and you desperately want to get back to Kansas. You’ve heard that the Wizard of Oz in Emerald City can help you get back, but how do you find the Wizard? Just follow the Yellow Brick Road!
Do you see the similarities to your CRM project? In Munchkin land Dorothy had a clear goal, return to Kansas with the help of the Wizard of Oz. Your CRM project has a clear goal; help grow your profits by delighting your customers. The path from Munchkin land to the Wizard is the Yellow Brick Road. Your path to delighting your customers is your project statement of work. Just as Dorothy gathered helpers on her journey to Oz, you will assemble a project team to assist you in getting to Deployment. Finally, just like Dorothy you start off confidently down the road.
If you have watched the 1939 classic movie the Wizard of Oz, you should remember that the Yellow Brick Road was a path filled with risks to the journey – or as the Strawman and Tin Woodman stated – Lions, and Tigers and Bears. There were also belligerent fruit trees, wicked witches, and deadly poppies along the way. Dorothy hadn’t planned for any of these risks and would have been stopped ‘dead’ in her tracks if not for the help of her companions and finally the intervention of Glinda the good witch.
Your project path is a lot like the Yellow Brick Road. What are the lions, and tigers, and bears you will face? Where are the belligerent fruit trees and deadly poppies? Who are the ‘bad witches’ and what risks do they introduce? Every project faces at least one risk to successful completion. Most of the time, there are myriad risks to successful completion. If these risks are not identified and/or not mitigated, they become impacts. Impacts cost the project time, money, and scope. In the most severe form, they kill the project before any benefit can be realized!
Dorothy ran head long into her risks and impacts, and unless you have a ‘Glinda’ protecting you, we don’t recommend that approach. Instead create a detailed project plan using a tool such as MS Project that can point out some of the most common risks faced by a CRM project. Here are the top 10 risks as identified by online-crm.com:
- Invalid project assumptions (different expectations among stakeholders)
- Project planning omissions. Significant delays incurred not because project planning tasks were underestimated but because project tasks were completely omitted (forgotten)
- Data conversion delay. Unanticipated data scrubbing due to poor data quality
- Lack of continuity or consistency of business processes among multiple locations (as well as the introduction of sub-optimization by some locations)
- Failure to proactively anticipate and mitigate user adoption challenges – fear of change, sub-optimization and/or sacred cows. Closely aligned with failure to recognize the change in cultural due to a CRM implementation
- Missing or infrequent active and visible executive sponsorship
- Project is perceived by users as optional; CRM software failure is an option
- Failure to backfill project team schedules/workloads
- Failure to recognize weak (basic PC operation) user skills assessment prior to training
- Failure of Risk Management and proactive risk mitigation
Interesting to note that one of the top 10 risks to any CRM project is the lack of proactive risk mitigation! Your job as a project manager is to identify these above risks (and all others) well in advance of running into them, determine the potential each has for becoming an ‘impact’ to the project, determine whether or not to accept or mitigate the risk, and establish a risk mitigation plan for each risk that you have identified should be mitigated. Those mitigation plans should have tasks, resources, and due dates that are tracked on your project plan with strict adherence. Each risk that is not mitigated becomes an ‘impact’, you will have to deal with impacts to the project, but by the time you are dealing with them the project has been delayed, made more costly, reduced in scope, or all 3. If you don’t have more time or don’t have more money, and Glinda doesn’t come to your rescue, your project has just come to the end of the Yellow Brick Road with the gleaming Emerald City far in the distance.
This blog was written by Jim Lindenfeld, who has been actively involved in customer relationship management during his entire professional career. He is a certified sales and sales management trainer. He has been involved in the implementation of CRM systems since 1987 and is currently a principal consultant in our CRM practice.