Hello, this is Matsubara, CRM Evangelist.

Implementing a CRM system is by no means a cheap investment.
Nevertheless, we continue to hear complaints such as, "We implemented it, but it didn't catch on," and "It didn't produce the results we expected."
This time, we've compiled a checklist of common pitfalls to avoid when choosing a CRM system.
If you are considering this option, please be sure to check each point carefully.

□ Pitfall ①: Mistaking CRM for SFA/MA

We often see cases where companies intend to consider CRM but end up only comparing and selecting subsystems such as sales force automation (SFA) or marketing automation (MA).
SFA and MA are merely tools that make up a part of CRM.
Implementing these subsystems in isolation will result in data fragmentation across departments, leading to a system rife with inconsistencies.

How to check : Determine whether the product you are considering can manage both structured and unstructured data in an integrated manner, or whether its functions are specialized only for specific tasks (such as sales activities or distribution).

□ Pitfall ②: Failure to confirm whether "1 customer = 1 ID" can be achieved.

If the same customer information exists in different departments using different IDs and formats, the effectiveness of the CRM is halved.

How to check : Check whether the CRM you plan to implement is designed to correctly integrate information from multiple departments and channels as if it were from the same customer.

□ Pitfall ③: Trying to evaluate customers based solely on objective data

Relying solely on objective indicators such as behavioral data and scoring can lead to overlooking the intuitive, on-the-ground insights that don't translate into numbers.
Conversely, relying solely on the subjective opinion of the person in charge will prevent you from escaping from a situation where the work is dependent on that individual.

How to check : Check if the system is designed to handle both objective scores and subjective evaluations .

□ Pitfall ④: Judging solely on price (low or high)

Making simplistic judgments like "the cheaper the better" or "it's expensive, so it must be reliable" is dangerous.
While excessively low prices may make a business unsustainable, high-priced products may have too many features for a company's specific needs, making them difficult to utilize effectively.

How to verify : Check the business model that justifies the price, such as the minimum number of contracted users and the development structure.

□ Pitfall #5: Looking at vendor risk solely in terms of "whether or not they will go bankrupt"

Even if the service provider doesn't go bankrupt, it's not uncommon in the IT industry for them to decide to terminate the service altogether as a business decision.

How to check : Before signing a contract, be sure to check whether you can switch to self-hosting and whether you can export all your data.

□ Pitfall #6: Choosing a design that is too multi-functional and cannot be effectively used by those on the ground.

Having many features isn't always a good thing. If unused features keep appearing on the screen, it can make the system seem "too complicated" for users, slowing down its adoption.

How to check : Check if you can hide features you don't use, or if the design allows you to start using only the features you need in a simple way.

□ Pitfall #7: Prioritizing the design of authority levels over other things

If you proceed with the mindset of "it's fine as long as everyone can see the same screen," you're more likely to encounter problems later on such as "we didn't want to show this information to the sales team."

How to check : In the initial stages of implementation, make sure that a permission system is in place that allows for differentiating the information displayed to each role.

□ Pitfall 8: Failing to estimate the burden of data migration

Migrating data from existing Excel spreadsheets or other systems can take much longer than you might expect. If you sign a contract without considering the migration method, the implementation process will stall.

How to check : Beforehand, check whether there is an import function that allows you to use existing data as is, and whether there is a support system in place for migration.

□ Pitfall 9: Trying to make everything perfect from the start

If you try to complete everything from permission design, field design, notification settings, and portal publishing from day one, you'll never be able to start using it.

How to check : Check if they have a mindset of gradually implementing the system, such as "just start using it," "adjust it to suit your company," and "use it in daily operations."

□ Pitfall 10: Making a decision based solely on comparisons with competitors' products without verifying whether it suits your company's operations.

Often, companies sign contracts based solely on comparison sites and rankings, without actually testing how the information applies to their own business processes.

How to check : Take advantage of free trials and try inputting actual business data and management items specific to your company to see if you can visualize how it will work.

You don't need to fill out the checklist all at once.

I've listed 10 pitfalls so far, but you don't need to perfectly overcome all of them before implementing it.
Rather, what's important is to proceed with the consideration "after being aware" of these perspectives.
There's a huge difference in satisfaction after implementation between unknowingly falling into a pitfall and knowingly accepting the risks and proceeding.

EMOROCO CRM Lite addresses many of the pitfalls mentioned here by offering features such as no-code, incremental expansion, self-hosting support, role-based permission management, and ease of migration to Excel.
¥1,500/month per user (minimum 3 users) - No initial fees, plus a 30-day free trial.https://www.emoroco.com/You can check it from here.
IT implementation subsidy eligible tool number: DL07-0022934.

We also offer a monthly newsletter, "ARCUS NEWS," which provides updates on EMOROCO CRM Lite and other useful information for CRM operations.
If you likeCLICK HEREPlease register here.

Additionally, we publish useful articles about CRM 4.0 on note ( https://note.com/arcuss_crm ), so please check them out as well.

Related article

• CRM Beginner's Guide
• Debunking common misconceptions about CRM
• 3-Step Introduction Guide
• Security Role and Form Permission Management Guide
• The Complete Guide to Migrating from Excel to CRM