Interview - Nick Hewson, An analyst view of implementing CRM
18th January 2007
An analyst view of implementing CRM
Established in 1989, Hewson became perhaps the best known CRM analysts in Europe during the nineties. In the last five years Hewson Group has re-inforced its reputation for accurate market size and trend information and has been involved with some of the worlds largest vendors for both strategic advisory work and for Merger and Acquisitions assignments
Here we quiz Nick Hewson about the challenges businesses face when choosing and implementing a CRM solution.
Q. When selecting and deploying a CRM system, what benefits would you expect from an implementation partner that you could not reasonably achieve alone?
A. I think there are two answers to this. Firstly, a good partner is likely to have a lot of experience that is going to make the whole process go faster and better. There is nothing worse for a business than trying to go up a steep learning curve alone on such an important issue. Why would you want to do that? Secondly, if I was the managing director of a small to medium sized business I'd want somebody to sort the problem out for me. I wouldn't want my business guys messing around with problems that they don't have core skills in. Having said that, I'd also want to be convinced that I was giving the problem to someone who actually understood it better than we did.
Q. What do you believe are the main or most common reasons for CRM failure?
A. Pretty much a failure to identify the business issues correctly and to see what technology solutions are appropriate. We are seeing a lot of RFP's issued which are predicated on a wrong premise. If the technology appears not to deliver after that it's probably not a technology failure. I think visualization is really important. The ability to see how a combination of IT, process and culture change can transform an ability to execute a business strategy.
Q. Is it more important to get the pre-implementation strategy right or does it work to develop plans as you progress with your chosen application?
A. Well, I think it's fortunate now that technology is far more flexible and adaptable. It was critical only six or seven years ago to get it right first time (which most people didn't). Now there's more room for adoption which is correct. We all work in dynamic business environments where we have to change ideas and strategies. Having said that I would refer to my earlier answer about good visualisation at the start.
Q. When do you think CRM is not necessary in a business?
A. It would be facile to think that all businesses are dependent on some sort of CRM related technology for their survival or prosperity. I can still think of some that could get by without. Relatively few though. At the same time there are an increasing number that are totally dependent. Any e-business for a start. Also, any business proposition that needs to make sure the customer experience is as good as or better than the competition needs to take a hard look at their customer management infrastructure.
Q.What should you do if your CRM implementation is not going to plan?
A. Have a good look at what you were trying to achieve and why. Is the problem a company one involving change or process or is it the technology? If you have the technology choice nearly right then it's probably a first principles issue.
Q. How will you know when you have finished?
A. I'm afraid to say the answer this is obvious - you never finish. Market dynamics, customer expectations, product positioning, whatever. These things are always going to be in a state of flux. Adapting and surviving or winning is an ongoing project.
About Hewson Group
Established in 1989, Hewson Group became perhaps the best known CRM analysts in Europe during the nineties. Amongst its publications were The Impact of Computerised Sales and Marketing Systems (1991); Emerging Information Technologies (1993 with Professor Malcolm McDonald and Dr Hugh Wilson); Towards Excellence in Marketing Strategy (with W Hewson, Professor Malcolm McDonald and Dr Hugh Wilson). The Business use of the Internet (1997). Also established were the Sales Productivity Benchmarking Group with PricewaterhouseCoopers and Sistrum - a Europe wide CRM forum.
In the last five years Hewson Group has re-inforced its reputation for accurate market size and trend information and has been involved with some of the worlds largest vendors for both strategic advisory work and for Merger and Acquisitions assignments.
In 2001 Hewson Group became involved in leading edge work in two areas: Public Sector and Corporate Reporting standards. Hewson published CRM in the Public Sector in 2002 followed by Towards a Citizen Centric Authority: Beyond CRM, E Govt and the Modernizing Agenda ( W Hewson, A Meekings; May 2004)
Visit the Hewson Group website
Comments
Thanks for taking the time to post such a detailed and informative article. It has given me a lot of inspiration and I look forward to more like this in the future.
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By Simith on 15th January, 2010
This is great stuff. Now I WANT to make some phone calls!! Thank You.
By Michael on 29th November, 2008
Quite inspiring, Keep up the good work, Thanks for bringing this up
By Website Development in London on 18th December, 2009
The business terms push and pull originated in the marketing and advertising world, but are also applicable in the world of electronic content and supply chain management. The push/pull relationship is that between a product or piece of information and who is moving it. A customer pulls things towards themselves, while a producer pushes things toward customers.
By robert on 23rd December, 2009
First you must know as much as you can about people's needs, human culture, Internet culture. You must know what they want and what they want to hear. But do not do the same mistake that most people do. Some have the charisma but are not honest. Others are honest but do not have the charisma. So you must inspire confidence.
By daneil on 23rd December, 2009
Where else "Push Marketing" uses method to motivate their sales team or channel to deliver the result - e.g. trade promotion, sales incentive and many other aggressive performance driven marketing activities.
By Online Tax Preparation on 02nd January, 2010