Best practices for CRM system migration

Migrating a CRM solution from one platform to another can be a complex and challenging endeavor.

Various factors drive companies to embark on such a venture, including license costs, company agreements and partnerships with Vendors, mergers and acquisitions, upgrading to the latest release, or improving system adoption. While the primary goal for some companies may be to increase system adoption, it’s crucial to recognize that migration alone won’t solve adoption issues. However, a migration project presents significant opportunities to address adoption challenges effectively.

Approaches to CRM Migration

CRM migration can be approached by either migrating and improving simultaneously or migrating as-is with later enhancements. The choice depends on the company's specific needs.

Functional assessment

The migration process should begin with a comprehensive functional assessment to determine what features and functionalities are currently used, which are not, and the reasons behind their usage patterns. CRM systems often contain features that seemed beneficial initially but proved otherwise over time. Some functionalities might have been moved to other systems, while others may have been abandoned altogether. It's essential to identify also features that are not used because employees find cumbersome or unhelpful in their daily operations.

Data model assessment

Following the functional assessment, a thorough evaluation of the current data model is necessary. Identify which objects and fields are actively used and which are not. In many cases, some fields may contain no data at all. If the functional assessment indicates a need for changes to the data model, the migration project presents an ideal opportunity to implement these changes. A well-defined strategy for migrating records from the old data model to the new one is also essential to ensure data integrity and continuity.

Data quality assessment

Data quality is a critical factor in CRM migration. Assess the quality of the existing data in terms of integrity, normalization, duplication, and data types. For example, ensure that state abbreviations in addresses are standardized to two uppercase letters. Identify and address unexpected values, such as accounts flagged as “Customer” without any associated won opportunities, or vice versa. Evaluate how many contacts have duplicate email addresses and determine if they should be merged. Normalize city names and other relevant data fields.

Data necessity evaluation

Assess which data are truly necessary for the new CRM solution. While the default business response to “Which data should be moved to the new solution?” is often “everything,” it’s worth challenging this assumption. Poor data quality can undermine efforts to improve the system. For example: is it really necessary to migrate contacts with minimal information, such as only a name field and no associated transactional records?

User management and directory services

An often overlooked aspect of CRM migration is the management of users who are no longer with the company but are associated with historical records. CRM platforms typically integrate with Active Directory or other directory services, and users can only be associated with records if they have an active license. This scenario can result in complexities that require special attention and a well-defined resolution strategy.

Handling Change Management

Effective change management is critical to the success of a CRM system migration. Employees need to understand why the migration is happening, how it will benefit them, and what changes they can expect. Key steps in managing change include:

Communication
Training
Support
Feedback
Leadership Involvement

Maintain clear and consistent communication throughout the migration process. Inform all stakeholders about the objectives, timeline, and expected outcomes. Regular updates can help mitigate resistance and build support for the new system.

Provide comprehensive training to all users to ensure they are comfortable and proficient with the new CRM system. Tailored training sessions can address different user needs and roles, helping to build confidence and competence.

Establish a robust support system to assist users during and after the transition. This can include help desks, FAQs, user guides, and dedicated support teams to address any issues or concerns promptly.

Create channels for users to provide feedback on the new system. This can help identify any issues early and allow for timely adjustments. Engaging users in the improvement process can also enhance their sense of ownership and acceptance of the new system.

Ensure that leadership is visibly involved and supportive of the migration process. Their commitment can influence the overall organizational attitude towards the change and reinforce its importance.

Conclusion

Migrating a CRM system is a multifaceted process that demands careful planning, assessment, and execution. By conducting thorough functional and data model assessments, evaluating data quality and necessity, managing user associations effectively, and implementing robust change management practices, companies can navigate the challenges of CRM migration successfully. Engaging with experienced system integrators and adhering to best practices will help ensure a smooth transition and maximize the benefits of the new CRM solution.