CRM 4.0 Best Practices: Experience is always the silver lining.
Posted Thursday, July 22nd, 2010
During my time as a CRM Consultant, I’ve realized something very important. However troublesome the journey, there’s always a silver lining – experience. So even though I’ve only been in the game a short amount of time, I’ve come up with a few best practices that I prefer to follow when implementing Dynamics CRM. For those who know me, I tend to be…opinionated is a good way to put it. So, yes there may be other ways to utilize CRM and still get by.
It’s known that each process flow – sales, marketing, service, SOP – requires a different path, but these should provide you with broad and useful guidance inside of CRM. Do note that the list below is by all means incomplete (Oh yes, I have plenty more…). These statements are an example of the tips that have given my clients – regardless of industry and business practice – the ability to enjoy clean, useful, and more importantly, valuable, CRM systems.
- For DATA ENTRY…Before importing data into the CRM system, spending a little bit of time running through and shaping the spreadsheet. Cleaning up the rows and columns will save you hours of data cleansing down the road. CRM is only as good as the data that is placed into it. And who knows – you may have missed a column that you need inside of the system.
- For PROJECT MANAGEMENT…Document, document, document. There is no such thing as “documenting too much.” Clients love nothing more than to see a clean, printed, color document with their logo on the front (who doesn’t?) and all the CRM information they could need. Documenting too little, however? That (unfortunately) exists.
- For PROCESS FLOW…When converting to Customer records (in the situation where the Customer does NOT exist in the system yet), I always recommend converting to at least an Account and a Contact. This is not only a time saver, but it is proper structure. After speaking with and qualifying a Lead, you are always going to have a company and a person in the system (Who signed the Contract? What organization did you type into Hoover’s before meeting with them to do a demo?). The one exception may be the Opportunity. If there’s no potential revenue to begin working within the next 6 months (depending on your average sales pipeline time and size), you can probably hold off on the Opportunity until you see it in the pipeline and can properly document what is necessary.
- For ATTRIBUTE ADJUSTMENT…When renaming fields, rename from the Attribute level the majority of the time. The main time renaming from the Form level comes in handy is when you have more than one field that needs to be named the same. (Example, “Date”). You can rename them in a unique manner on the Attribute level, and make them uniform on the Form level. The reason for this is mainly due to Advanced Find search capabilities. If you name everything the same, you will have more than one field in the AF search on that particular entity (causes much confusion).
- When CREATING FIELDS…When creating a new field, once you save the record after creation, you CANNOT change the type. So always be sure that you have the correct field type selected, otherwise you will have to create another field. So after I create a Picklist, I cannot “change” it to a character field. Same thing with the schema name – once the field is created, the schema information set in stone. To “change” the field, you would only be able to create a new field and remove the old one. I always document exactly what I need to create BEFORE creating them in the system. If you’re working for a client, create a spreadsheet of the fields (Display Name, Field Type, Requirement Level, Number of Characters (for Nvarchar fields), Potential Values (for Picklist or Bit fields), and any additional information) – this is important for proper generation and understanding. Nothing’s worse than realizing you’ve made a dumb mistake and having to delete and recreate 100 fields. And then justifying (or more accurately, trying to justify) the additional work to the client…
- For WORKFLOW…Always map and plan your workflow first before building the structure: this will help you just in case you make a mistake in the structure. Plus, mapping it out allows you to understand exactly what needs to happen. You may need a wait condition instead of a check condition – you can’t change this after you build the workflow.
- For WORKFLOW…You can’t change conditions in the logic, so always make sure that you’re creating the workflow properly from top to bottom. This statement certainly ties in with the workflow best practice listed above. When adjusting the structure of a workflow, if you are removing/adjusting part of the basic structure, deleting one step will remove everything after it.
- For ADMINISTRATION & TROUBLESHOOTING…Never delete a used security role. I know, you have the ability to do it, but I wouldn’t. Especially if a CRM user (or more than one CRM user) currently has the role. Deleting a utilized security role will kick those respective users out of the system. If you do want to get it out of the system, do this. Copy the role and plan on using the new role. Rename the old one to say “UNUSED” or “OLD.” Spend some time making sure all of the users are not assigned that particular security role. Run reports, AF views, whatever will help you verify that no one currently has that particular role. Then remove it from the system. This will keep you from getting dozens of angry, frantic emails.
- A CRM/OUTLOOK TIME SAVER…Utilize CRM shortcuts from inside of an email. After you track an email or Contact from Outlook inside of CRM, there are two buttons inside of the individual Outlook record that will take you directly to the respective records inside of CRM: View Record and View Parent (this will take you to the actual CRM record). This is really handy if you’re converting an email to an Opportunity.
Do you have any tips or tricks that you use when implementing CRM? If you do, I’d love to hear them!
Tags: CRM Best Practices, CRM Implementation Tips, CRM Tips, CRM Tricks
Posted in Best Practices, Customization, Data, Documentation, Dynamics CRM, Outlook Client
Kristen O'Connor
CRM Consultant at I.B.I.S., Inc.
Need Expert Help With Microsoft CRM?
Get the support you need to effectively manage your business.
Learn more about our Microsoft CRM support options
I truly agree with you – just to remember to follow these golden rules all the time…
i’m a CRM consultant since 2006, but you learned me very cool tips in so funny way.
please, i will borrow your way when blogging.