The case history of CRM Migration
- The Client: Digital Services Company
- Location: London
- Dimension: 140 employees
- Turnover: 50+ mil
- The Challenge: CRM migrate
In the case history of CRM migration for the Digital Services Company based in London, the challenges and decision-making process surrounding the CRM migration were significant. With 140 employees and a turnover of 50+ million, the company had been using a sophisticated CRM for over four years. However, they recently realized that many features of the CRM were underutilized. This revelation prompted the need for a Migration CRM.
Despite the prolonged usage, a recent introspection revealed a stark reality – numerous services and features offered by their existing CRM remained largely untouched. This realization prompted a contemplative stance within their company, leading to a reevaluation of their CRM strategy. The Challenge: CRM migration was not merely a technical shift but a strategic reassessment of their technological infrastructure.
As they navigated through this challenge, the intricacies of CRM data migration, including the contemplation of moving the CRM database, came to the forefront. It was evident that the existing CRM, despite its upmarket positioning, fell short of aligning with their evolving business needs. This led them to recognize the imperative of CRM migrate, CRM move, and CRM transfer strategies to ensure a seamless transition.
The decision to embark on CRM migration was not just a pragmatic response to technical inefficiencies; it marked a strategic move toward optimizing their operational processes. In acknowledging that CRM is more than a software tool – it is an enabler for their sales team – they embraced the prospect of Moving CRM software with a forward-thinking approach. This involved not only the technical aspects but also a holistic strategy to enhance their team’s efficiency.
As they ventured into this transformative journey, a well-defined CRM migration plan became their guiding framework. Supported by specialized CRM migration services, they aimed not only to migrate data but to enhance their overall CRM capabilities. A meticulously crafted project plan underscored commitment to ensuring that CRM migration was not just a procedural shift but a catalyst for unlocking the full potential of CRM technology within their Digital Services Company.
At easyCRM, we distinguish ourselves not just as programmers handling software implementation but as well-educated and extensively experienced marketers. Our team has designed, developed, and implemented various CRMs in organizations to drive successful marketing projects. The focal point is the sales process, and we deploy digital tools that empower teams to optimize their sales processes effectively.
You wonder: how can marketing skills create value on a CRM migration project?
Well, if one system is like the other, then you expect to just migrating data from one CRM to another. But when it comes to data management, especially CRM, this is not the case. CRM tool should be a system designed around the very sales process of a company: pipeline stages, activities to do, client audiences, and data architecture are all related to a specific organisation.
You would think that once the setting is done in one system, you would expect to just move that setting into another system, isn’t it? Some services do offer this type of data migration done by moving crm software, in theory, you just have to provide your credentials for both CRMs and the software starts copying everything. Just in theory.
Then why an organisation, more so a digital services provider, would have to outsource the CRM data migration?
Well, we can argue that a “shoe-mender often wears broken shoes” (an Italian expression), but it is not just that; of course, it can be harder to run a project internally taking away resources, always scarce from clients paid projects. It is a more reliable solution, instead, outsource the CRM migration project to CRM expert who is able to get it done in a more effective/efficient way.
Actually, it is mainly about focus: being focused on technology and its purpose, but also having the know-why of it. It is something that can really make a valuable difference to the CRM migration plan outcome. Effective people know it: they are capable of allocating the right resources to each CRM transfer project. If project time and cost are the parameters whilst the outcome is the project purpose to pursue, effective people are focused on the best setting to use resources wisely, according to the purpose value.
In this CRM migrate, we had to manage dozens of tables linked via alphanumeric IDs, each table had dozens and dozens of fields also customised by users. Moving CRM database CRM database was quite big, and this was just the technical side of the problem that a software could solve.
For a crm data migration best practices, we used SQL and spreadsheets to carefully manage tables that were linked in new tables to rejoin, but also verify their content, validate it, and verify the data architecture to avoid useless data being migrated. This is something that moving crm software cannot do: the logic behind the data architecture, the reason why in a system you have some data and not others, although in another system you better collect the data in different ways.
Creating the information is the purpose, but how to create it, using data, is something mainly related to the business itself but also strongly connected to the digital tool you are going to set up.
Do you use CRM to its full potential?
We can add what we found in a recent study, an incredible number of 75% of companies that use a CRM do not use it at its full potential. We cannot assess if the study is really accountable, but it resonates with our experience: over 20+ years working with organisations in marketing, having seen dozens of CRMs we rarely, if ever, have met an organisation using the CRM to its full capability.
Here it doesn’t really matter if organisations that can improve their CRM use are 7 or 8 out of 10, even only 6 would be enough to show that CRM is largely misunderstood. When organisations create their business tools internally, quite often these are not deployed to their full potential. If you run a business, it is worth spending your time on it, not creating the tools to manage that business. Great drivers know how to fix their cars, but they rely on the technicians who can make them perfect. They do not build and repair cars, they drive them till the last lap. And they eventually win.
In this CRM migration the client also took the opportunity to rethink the use of CRM: how to shape it around the sales process to stick with its requirements, it is something we can better rethink when we are about to change the system.
The most important contribution that easyCRM can deliver to an organisation is the know-why: knowing why the CRM works this way and how we can make it work better in order to really support your sales process at its best, can make a huge difference.
We know why problems happen, we know why people do not like the system, we know why a specific sales process works this way and what are the activities that matter to get a client on board. It doesn’t mean we win all the time, but it is a pleasure when we play. It is a pleasure for the salespeople and for the whole organisation that finds the real value of using CRM. This is the reason why a CRM should be easy to use, simple, and effective.
“We are extremely happy with the outcome of this project. We have been using Salesforce since the company’s founding, however last year we started to check if other solutions would be more user-friendly. easyCRM made us test Pipedrive in order to decide if it was the solution for us. We then planned the migration with a little apprehension, I have to say.
Our company is an information technology provider, well established in the London market. We run quite big IT projects, and we are well aware of the difficulties when you deal with migrating data from completely different systems. Well done!”
Read more about CRM and our works