The path to customer relationship management (CRM) implementations has been “littered with failure and dubious outcomes,” according to “CRM Strategies,” a white paper from the CUNA Operations, Sales, and Service Council.
That’s why it’s essential to hold vendors accountable for the promises they make and determine how they’ll deliver on them.
Ask the vendor specifically how it will improve work flow and how the company’s strategy fits with the credit union’s. “The strategy has to come first before you buy any technology,” the report states.
And if a vendor makes promises about business results, such as new business or member retention, get them in writing—with actions to take if the vendor fails to reach the goal.
If a vendor makes a claim but won’t guarantee it, that speaks volumes.
What to ask potential CRM vendors
After narrowing down the list of potential CRM vendors, ask these questions:
“CRM Strategies” and other white papers are free to CUNA Council members and $50 for nonmembers.