Phase 5 - Consolidate

Many firms make the mistake of thinking that once implementation has been completed the project is over.  However it is vital to ensure continued focus on CRM in order to consolidate gains made during implementation. The approach taken during this final phase will depend on circumstances, but tasks may include:

• Quality check contact data to ensure it is accurate and complete;
• Continue to hunt for contact information - not all will be entered during the initial implementation;
• Review the success of the system, and identify areas for further enhancement;
• Conduct follow-up refresher and advanced training courses;
• Send e-mails to all contacts asking them to verify their information and confirm that the firm may use their data for marketing purposes.

Hint.  Do not assume that a CRM will be self-maintaining.  The only truly successful systems are actively managed and continuously promoted within the firm.  Without enthusiastic leaderships such systems will eventually stagnate and become of little use.