Reason Not. 1. Expectations for CRM are overinflated.
Problem. Certain companies aren’t aware of CRM. They believe that buying CRM will boost sales and enhance co-operation between departments. When this doesn’t happen the business gets angry and ceases to use the system.
CRM is a business tool, just like a scalpel for a surgeon or a brush for artists. It aids in the business process and analyzes employee and sales performance. But there are problems that only a manager can fix. For instance, the system won’t keep the Christmas decorations on display all year long.
Decision. Integrate the needs of the company to the capabilities of the system. Write down the tasks that you would like to delegate, make easier, or automate using the aid of CRM. Check if these functions are available in the tariff section of the software’s websites, or discuss it with an advisor of the customer management software for movers you want to use. This will let you know what the best option is for you prior to purchasing it. If you don’t take into account the features you require, you run the possibility of paying for a program that does not meet your needs or fulfill all your requirements. If that happens, you will have to buy additional services.
Make CRM a problem-solving tool. If the reports reveal that the manager’s rate of conversion of requests to deals is two times lower than that of the others CRM programs, it will aid in finding the reason. Watch recordings of the conversations he/she has with customers. It is possible that you will find him/her rude interrupting, or not paying attention to customers. There are two options to choose from to either dismiss the employee or instruct them to talk to customers.
Reason There is no reason. 2. The CRM system cannot recognize the actual business processes
Problem. The CRM may be working, but the reports aren’t accurate, or there is no new business process added to the sales funnel. This can happen when companies wish to save money and build the system themselves.
In one instance, the owner of a clothing store for children spoke about the business’s activities but forgot that this month he had hired a quality inspector. He didn’t include the validation process in the sales funnel and the business process was changed. It’s hard to know whether a garment batch has passed the test. Therefore, it is unclear which time you should take it to the retailer.
Decision. Talk to a business process analyst. The analyst will examine your company and help you define your company’s procedures. Drawing on experiences, the implementation team will create the CRM to will solve your current issues. You’ll be able to save time because the system will begin working correctly right away which means you won’t need to do it yourself.
Reason # 3. The CRM is not compatible with current software
Problem. Problem. Employees can start to work in multiple programs simultaneously, resulting in duplicate information. Sometimes, they transfer incorrect data or fail to transfer it.
Let’s say we’re discussing the accounting and sales departments of a furniture maker. The sales department has implemented CRM, so their managers started closing deals in the CRM system. The accounting department utilizes a different method. When a manager brings an offer to the Payment stage, he/she manually transmits details of the sale to the accounting department. Then, the accountant is contacted to confirm that the payment was received, to allow the transaction to be moved to the next step. Since there isn’t an automatic information exchange between departments, customers have to wait longer for their orders.
Decision. Before you select a CRM, you should list the program you are using. Call an implementation expert to learn whether these programs can be integrated into the CRM you choose. If they cannot they’ll tell you which services need to be replaced by analogs that are already integrated into the CRM.
You’ll have to pay more money to developers in order to integrate services you don’t understand.
Reason # 4. Employees don’t use CRM
Problem. It happens frequently that the CRM is introduced, but employees continue to work the same method: manage the database of customers using Excel and type contracts in Word. Reports don’t display all the information entered into the system. The reason for this is a number of factors:
- Subordinates and superiors can utilize the system, however, not their superiors.
- Employees are too lazy for new software to be used even though the previous one works.
- Employees fear that their superiors may be aware of how hard they work.
Subordinates are totally demotivated because of the inability of their superiors to use the system.
Here’s an example: the commercial director of a marketing company did not utilize CRM. He worked in the traditional way. He set goals by phone and asked to have Excel reports be sent to him via email. Subordinates did the same job twice: they copied data in different applications and used an old email client, and the corporate phone. Ultimately, they lost the drive to work within the system and quit.
Decision. Here are some strategies to encourage employees to utilize CRM.
- Teach them how to make use of the system: host an instructional session, create videos or write articles with instructions, and then give an examination.
- Motivate them to study the system and use it. The most basic motivator is a bonus for people who work in CRM.
- Make the system mandatory for everyone, including managers. Create a formal document on the new way to conduct tasks.
Designate someone to be the person responsible for the CRM implementation. Train him/her in how the system works. It should be a person who enjoys prestige with staff members – whether it’s a department manager or a colleague with experience. They will train and gather the feedback of employees.
Conclusion
Here are some guidelines to avoid common CRM mistakes:
- Make it a requirement for all employees to utilize the system. The person in charge is to use the system. The users will find it much easier to become familiar with the new system if they get help from a reputable person who is familiar with how to utilize the program.
- Third-party software and services should be removed. A CRM implementation specialist will inform you of the analogs it has. If you’d like to keep your program and not integrate it with CRM, you can contact the developer to establish CRM integration with it via API.
- Don’t expect the system to solve your business problems on its own. Think of it as a tool.
- Implementation isn’t something to be slashed back on. Employ an implementation team. It includes an analyst who will study and describe the business processes and an implementation expert who will develop the system in order to be a reflection of the work of the company.
