Change management for CRM

Change management is an approach to systemically shift individuals, teams, and organizations from a current state to a desired future state while mitigating productivity loss during the transition, creating the environment for sustained change and realizing the benefits of change more quickly. 

The implementation of a new system will move many people away from the status quo and outside their comfort zone. Most strategic software implementations meet many cautious or resistant users and a smaller number of users who are adamantly opposed to change. 

This later group may be initially difficult to recognise as they generally cast doubt in private forums outside of management visibility. If uncontrolled, the hidden agendas and failure to embrace the needed change will significantly challenge the project, and likely result in time and budget overruns. 

To proactively head this off a dedicated change management framework needs to operate in parallel to application implementation. The framework should analyse changes caused by the new solution, forecast the operational impacts, understand the cascading effects to users, prepare staff for change, and implement methods to minimize resistance to change. 

Change Management Framework 

Examine the organizational culture – Solicit and gather user feedback, design the change management strategy and plan, develop the case for change, provide methods and tools, and manage transformation activities and progress. 

Change management consultants can bring guidance and best practices, but organizational management must also orchestrate a change governance hierarchy – the change effort must be led from inside the organization.

Articulate a clear vision – Introducing more change without clear direction contributes to staff anxiety. Senior Leadership and management at all levels must articulate how the vision directly aligns with the organization’s most important business priorities. 

The vision should be tailored for each stakeholder group, including the customer, the employee and the company. It’s also helpful to forecast milestones along the journey so staff can witness progress and see a finish line. The more interim successes the better. 

Assess change readiness – The reasons for change will be questioned many times during the project so the case for change must clearly identify the pressures for change, the benefits of change and the definitive reasons why not changing is not an option. Surveys can determine whether the case for change is understood throughout the organization. 

Surveys are a good start, but the changes must be viewed from the employees’ perspective. Walk a mile in the user’s shoes – empathy can provide meaningful insight. 

Be on the lookout for sacred cows. Change agents normally uncovers institutionalised obstacles such as cultural norms, established processes, influential people or political fiefdoms so entrenched or insulated that they appear sacrilege to question and untouchable.  

Design the Communication Plan – Acceptance begins with understanding the need for change and becoming involved in the change effort. The communication plan defines what will be communicated, to whom, when, with what frequency, for what purpose, and how and by whom it will be delivered.  

It should articulate messaging by project phase and group – general communications delivered to all recipients supplemented with tailored communications designed for various stakeholder groups. 

Additional change management best practices include the following: 

  • Articulate a consistent narrative regarding the need for change, the process for change and the benefits of change. It’s helpful if management can also provide the context for change by linking the change effort to external factors such as customers, competitors and markets. 
  • The Communication Plan must deliver the right message to the right audience at right time. Good communications plans start small, build momentum and finish with a crescendo effect. Aim for a progressive messaging plan that moves recipients along a continuum from Awareness, to Interest, to Understanding, to Engagement. 
  • People respond to different channels differently. It’s helpful to engage stakeholders using multiple channels and media (email, newsletters, Intranet notices, enterprise social networks, face to face meetings, Vlogs). 
  • It’s critical not to over-promise when setting expectations. It’s helpful to acknowledge there will be some rough spots, benefits may be realised in small increments and not every user will benefit from the project after go-live or possibly ever. 
  • Make the messaging interactive. Always solicit and act on feedback. Use a channel such as an internal social network group or tool to capture feedback. 

Make sure your communication with users is a dialogue and not a monologue and remember that all feedback is a gift. You may increase input by creating a reward system for feedback and new ideas. 

In part two of the article, we will continue to explore the change management framework. Sign up to recieve our newsletter to ensure you don’t miss part two. 

10 Reasons Why CRM is a must for Future Growth

The importance of a CRM system cannot be overstated. According to a recent study, by 2024, the global Customer Relationship Management (CRM) market will be worth $43.5 billion.

CRM allows businesses to build relationships with their customers, resulting in higher customer loyalty and retention. Customer loyalty and retention are both attributes that affect a company’s revenue, hence CRM is a management method that results in higher profitability for an organization.

At its most basic level, a CRM system creates a user interface for collecting data that enables businesses to recognize and engage with customers in a scalable manner.

CRM is a robust solution that can help you expand your business faster while reducing friction, collaborating across teams, managing contacts, syncing data, automating everyday tasks, and more.

Customer Relationship Management is crucial because:

  • Creating a bond with existing customers implies that you won’t have to work as hard for repeat business
  • Customers that form a bond with you are more likely to make multiple purchases.
  • Customers establish a sense of loyalty to your organisation when you make them feel welcome even after they’ve made a purchase.
  • Because the brand image has already been established, customers will have something to relate to or look up to when making repeat purchases.
  • Customers will feel inclined or glad to recommend your brand to others if you maintain strong customer relationship management, helping you grow and thrive.

Reasons to Use a CRM System

If you are still unsure about the value of a CRM, or if you’re wondering, ‘Is CRM a must for future growth?’; read on to learn the top reasons why you should employ a robust CRM system.

  1. To Get The Complete Customer History
    • A CRM system will keep track of all client patterns and habits, including those acquired prior to the system’s installation. This data is essential for determining each customer’s preferences and inclinations. You’ll know what to offer them once you’ve figured it out.
    • This will assist you in acquiring more consumers and ensuring that you are prepared to serve both new and existing clients. You will also have a record of all of your leads and contacts, which you can access at any time.
  2. For Managing All Prospect Communication
    • CRM facilitates efficient communication between teams as well as with customers. CRM software keeps track of a buyer’s journey, including every interaction, email, and phone contact.
    • CRM systems can assist in data analysis and determining when to contact a certain prospect when it comes to company development. It helps teams recall whether or not they have already delivered a prospect the required resources.
  3. To Assist You In Becoming Service-Ready
    1. Customers are grouped by pricing group choices, product preferences, and location – among many other characteristics – in CRM systems. You may intelligently allocate customer managers or account managers to different areas based on this information, and provide them with the relevant products and teams. This will allow you to serve every location as quickly as possible.
  4. For Gaining New Customers
    • The CRM system you employ will not only keep track of the history of new clients but will also assist you in acquiring them. The technology will identify targets and enter pertinent information into the ‘Opportunity ‘ which is a CRM component that keeps track of information for later use.
    • Your teams will be able to put this knowledge to good use and optimize conversions with the help of an integrated CRM system.
  5. To Help You Save Time
    • The data in an integrated CRM system is centralized, allowing any authorized user to access it at any time using any approved device. You save time and money by not having to wait for the system to upload or the data to be extracted. This enhances productivity, which not only leads to more sales but also establishes a positive reputation for your company.
  6. To Improve Your Brand’s Image
    • A strong CRM system provides you with more customers and tells you how to maintain a relationship with them and turn them into loyal customers, which is critical for the success of any business.
    • As a result, the CRM system not only aids current business operations and profits but also assists you in securing a stable future for your company.
  7. Automating Data Entry
    • Salespeople don’t have to waste time tracking calls, emails, meetings, and interactions when they have a strong CRM software like Dynamics 365 in place. Within the system, data can be collected and analyzed automatically.
    • A CRM system also assists in keeping track of all deals based on their stage. CRM software can handle summarization, visualization, and other tasks automatically, ensuring that the process runs smoothly.
  8. To Organize Your Contact Information
    •  With a robust CRM solution, teams can keep track of contacts and related data regardless of where the buyer is in the sales cycle. Teams can also use a CRM system to see if a contact has visited the company website, downloaded content, or been contacted by other team members.
    • CRM allows your people to keep track of notes from phone calls and emails with customers. Within the CRM, all of this data can be searched.
  9. Customer Segmentation
    • CRM aids in the categorization of contacts based on information gathered over time. Teams can use segmentation to establish a list of contacts to reach out to, based on certain criteria.
    • A team member, for example, can search for customers by filtering by region, firm size, or deal stage. As a result, all members of the team will have a clear understanding of how to position outreach for each segment, enhancing the chances of conversion.
  10. Comprehensive Reports
    • With the help of accessible dashboards and reports, CRM allows the team to collect and organize prospect data. Salespeople can use this to automate and better manage their pipelines, contacts, and deals. Individual performance and goals can be tracked using CRM software, which can motivate team members to fulfil targets. These reports also aid in tracking the revenue generated.


CRM is an excellent tool for businesses to boost customer satisfaction, operational efficiency, and revenue. CRM can be customized for nearly any business type.

Organisations should consider their operations and sales processes when picking which CRM solution to use: What customer information is essential to your sales process? How many times do you usually contact your customers, before they make a purchase? How important is repeat business to your company? As a business owner, failing to investigate your CRM choices could be a significant oversight.

Author Bio: Scarlett Jonathon is the head of marketing at DynamicsSmartz. She is a Microsoft Dynamics enthusiast with rich experience in integrated business solutions. She has a special knack for Dynamics 365 Business Central and Microsoft CRM solutions. She always tries to work on new ways of improving the entire concept of custom business solutions by providing truly user-oriented services. 

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Chris and Rhys, Head of Technology and Services at Hart Square, take us through each stage of the ideal partner selection process. From their experience of running and being a part of numerous partner selections, they share the key elements you should consider at each stage, to ensure you select the right technology partner for you.


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If you would like to find out more about the perfect partner selection, attend our free upcoming webinar ‘A guide to partner selection – Whose role is it anyway?‘.


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Discover the impact of the Hart Square Training Programme in the infographic below.

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How to determine the ROI of CRM Implementation

According to Nucleus Research, every dollar spent on CRM implementation generates an $8.71 return on investment in sales revenue.  

Customer Relationship Management (CRM) is a set of tools and technology to better manage all your company’s relationships and interactions with clients, and potential customers. To grow and scale your business, having a CRM solution is extremely crucial in today’s evolving business environment.  

All businesses have concerns about their bottom line and overhead costs. It doesn’t matter how much money you make if your overhead costs are cutting into your profits. It’s essential to make sure that your business investments bring you an optimum ROI.  

Measuring CRM Return on Investment

Without any historical data, calculating the ROI of CRM can be challenging. When calculating CRM ROI, factor in the pricing and licensing of software, training and maintenance costs, the cost of migration, and the time it takes your development team to get the system up and running. 

If you want to determine whether or not your performance has improved, examine how much time it saves your team to update the system, look for improvements in sales, factor in customer satisfaction metrics and marketing campaign performance.  

Compare your performance indicators and overhead costs before and after deploying the CRM to see if you’re getting a good return on your investment.  

Additional Features that can Increase CRM ROI

If you want to get the most out of your CRM investment, consider a multi-purpose CRM solution that combines accounting and project management capabilities. By being able to manage all facets of your business from a single solution, you’ll be able to save a lot of money on other business applications, while also increasing productivity. 

CRM system is extremely beneficial since it can be easily integrated into any business and applied to any aspect of the firm. The underlying reason is that CRM service providers know how complex business activities can be and they tailor the solution to be as user-friendly and efficient as possible. 

How to calculate the ROI

The same fundamental method can be used to calculate the return on any investment. The benefits from the investment are first quantified, then the costs are subtracted, and the result is divided by the cost and multiplied by 100.  

The tricky part is determining the true return on investment—after all, you may be working on other initiatives as well to enhance your company’s bottom line, such as employing new salespeople, expanding into a new market, or launching a new product line.  

Taking into account multiple metrics can assist you in making informed business decisions. Consider indicators like higher sales, customer retention, and other sales productivity KPIs to measure the value of your investment. Calculate your CRM’s return on investment using the formula below: 

ROI = (Net return on Investment/ Cost of Investment) * 100 

What Return on Investment should Businesses expect from CRM?

A modern, robust CRM solution is an excellent tool for enhancing sales and securely managing data. The cost of a CRM typically scales with the size of your company. While there are many costs to factor in, experienced business leaders are aware that if a CRM is implemented successfully, those costs will pay for themselves many times over. 

CRMs were shown to increase conversion rates by 300 percent, revenue by 29%, and sales team productivity by 34%. Actual outcomes can differ depending on the type of business, industry, and implementation stage. 

Organizations that use robust CRM solutions like Microsoft Dynamics 365 CRM realize a significant increase in annual revenue, customer retention, and improved cost savings. Even the most successful sales teams can benefit significantly from a CRM’s increased efficiency, automation, collaboration, and transparency. 

Top CRM Features that boost Return on Investment

While this is just a small part of what all you can achieve with a CRM solution, here are some of the top features that can help you get the most out of your investment:  

  1. Automated order fulfillment: When a customer places an order, the CRM automatically triggers the fulfillment process, involving external vendors as well as your team.  
  2. Customer service: There is no doubt that CRM enhances customer support and service. All the data (data from mails, chat, phone) is stored centrally at one location and is easily accessible. 
  3. Cross-selling: Enhanced cross-selling is possible, thanks to data and customer insights. 
  4. Upselling: CRM can detect upsell opportunities at higher service levels in addition to cross-selling features.  
  5. Quote delivery: You can create and deliver a quote within the CRM for complex deals. If the customer wishes to make modifications or accept something, they can do so through the system. 
  6. Web-to-lead forms: Web-to-lead forms functionality is the key to close more deals quickly.  Make sure your sales staff is ready to capture and capitalize on leads as soon as they arrive. 
  7. Automatic renewal: Don’t forget about your customers’ renewal dates. CRMs can automatically handle payments or send out invoices when it’s time to renew.  
  8. Sales forecasting: Features like sales forecasting help you prepare for staffing and costs without going overboard. 
  9. Customer portal: Customers can log in, examine their information, change payment methods, download contracts, request customer assistance, and place orders using a web-based customer portal. 
  10. Commission pay management: Automated commission systems save your accounting staff and managers time. Salespeople can log in to see real-time information about their quota and upcoming commission payout. Spending less time on payroll allows you to spend more time on customers while saving money. 

Non-Profit CRM

Nonprofits can utilize the power of CRM to better organize data, manage supporter relationships, and conduct more efficient and successful fundraising in general. 

Since CRMs consolidate data, all sources can share information to provide non-profits with a complete picture of their donor relationships. 

In-Depth Donor Profiles 

A CRM system for nonprofits can track everything from donors’ names and addresses to their previous interactions with the organization.  

List Segmentation  

CRM have list segmentation features in order to send meaningful and compelling communications to your donors. You can approach donors more accurately and efficiently by segmenting your constituent list. 

Reporting Capabilities  

Your CRM not only records and organizes data that you directly input but it also records and organizes data that is funnelled in from your various campaigns, emails, and contribution pages.  

Modern business intelligence tools use dashboards and reports to present data in a visual, easy-to-understand format. Depending on whatever metrics you care about the most, the system will offer alternatives for configuring the layout. 

You can use reports to study whatever data you choose, including: 

  • Donations and funds. 
  • A list of attendees or the total amount raised. 
  • Messages to your donor base, detailing the results of each campaign.  

Donation Processing and Management 

By automating some aspects of donation processing, your team can take a breather as they are no longer responsible for manually processing each donation. 

This saves time and lowers the rate of human error, which is all but inevitable when dealing with numbers all day. 

Accepting and processing donor management is no longer a pain, from pledges to honorarium gifts, memorial gifts, gifts-in-kind, and recurring donations. You won’t have to wait as long for the funds to settle after shortening the donation processing period, with the use of a robust CRM solution.  

Grow your Business with the Right CRM

A customer relationship management system (CRM) is an essential tool for small businesses, enterprises and nonprofits, but not all CRM solutions are created equal. CRM platforms that are robust and scalable connect seamlessly with ERP and business intelligence tools. This ensures business processes are streamlined across the board, leading to increased business productivity.  

When you implement a CRM solution, you are investing in the future of your company. However, like with any large investment, it’s critical to understand the financial impact and gain, as well as to evaluate the investment’s efficacy regularly. 


Author Bio: Scarlett Jonathon is the head of marketing at DynamicsSmartz. She is a Microsoft Dynamics enthusiast with rich experience in integrated business solutions. She has a special knack for Dynamics 365 Business Central and Microsoft CRM solutions. She always tries to work on new ways of improving the entire concept of custom business solutions by providing truly user-oriented services. 

6 top tips for deriving benefits after your technology go-live

After the hard work and investment, you need to ensure you’re getting value from your system and your project is delivering the benefits it’s supposed to. So here are our 6 top tips for deriving benefits after your technology go-live. 

Download the 6 top tips for deriving benefits after your technology go-live


For further information and expert guidance on realising the benefits of your new technology, attend our free training on How to ensure your project delivers real benefit.