Step 5: Pilot Your CRM System

The objective of piloting your CRM system is to test the system before you “leap.” A good CRM implementation should include one or more pilots, during which very important feedback is gathered from system users as to likes/dislikes of the emerging system. In preparation for the pilot(s), you should develop a Pilot Plan that describes what the pilot is trying to accomplish (e.g., proof of concept, increased productivity, etc.), and describes the metrics against which the pilot is going to be measured. One or two pilots should be run simultaneously, as one pilot alone may not include a mix of users that are representative of the larger group of users that will be using your CRM system. Each pilot should consist of 10–12 users (e.g., eight sales reps, and two to four managers). The pilot should last no less than three weeks and no more than six weeks. You should have a clear understanding of what constitutes a successful pilot, since a failed pilot may signify a need to halt your CRM rollout.

The proper training of pilot users will be critical to your pilot. Remember that, in effect, pilot users are your live systems testers. They will know little if anything about the system, and it is unlikely that you will have well thought-out user training materials or documentation for pilot users. As a result, it becomes your responsibility to ensure that pilot users have been properly trained. Poor training of pilot users may lead to poor pilot results, an avoidable outcome if training is managed properly.

Pilot measurements also are important. How will you judge the success or failure of a pilot? For the IT division, success may mean simply getting the new CRM system to exchange data with existing legacy systems. Yet for the sales division, success may mean proving that it takes less time to create and send a customer a proposal, and thus productivity has increased. Unless all parties agree on metrics prior to the pilot, the pilot's success or failure becomes a subjective measurement, which can be dangerous. ISM recommends three measurements for a pilot: ease-of-use of the system, as measured by the users; proof-of-concept, as measured by the IT department; and business impact, as measured by business management. ISM establishes a baseline, as well as a measurement scale, for each of these three measurements prior to the pilot, and then measures results during and directly after completion of the pilot.