Reason No. 1. Expectations for CRM are overinflated.
Problem. Some companies do not have the right idea about CRM. They think that purchasing the system will increase sales immediately and allow departments to collaborate. If that doesn’t happen the company becomes frustrated and stops using the system.
CRM is a tool for business. It’s similar to the scalpel or brush for artists. It assists in business processes, analyzes sales and employee performance. Yet there are problems that only a manager cancanforto resolve. For example, the system won’t maintain the demand for Christmas decorations throughout the year long.
Decision. Link the company’s requirements to the capabilities of the CRM system. List the tasks you would like to delegate, simplify or automate with the help of CRM. Then see if these features are included in the pricing section on the developer’s websites, or discuss it with an advisor of the CRM system you like. This way, you’ll know which program is suitable for you before purchasing it. There is a chance that you’ll be paying for a program that isn’t right for you or doesn’t cover all your requirements. In that case, you’ll need to pay for additional services.
Make CRM an instrument to solve problems. CRM can help identify the root of the issue when reports reveal that the manager’s ratio of deals to requests has been twice as low as the other managers. Watch recordings of the conversations he/she has with customers. You might find him/her rude, interrupting, or not listening to customers. There are two options available to you: either fire the employee or teach them to talk to customers.
Reason # 2. The CRM system cannot recognize actual business processes
Problem. The CRM might be working but the reports aren’t accurate, or no business process is new in the sales funnel. This can happen when companies wish to cut costs and develop the system themselves.
For instance example, the proprietor of a children’s clothing company described the company’s work however he didn’t remember that in the last month, he had appointed a quality inspection. The process of validation wasn’t included in the sales funnel. This caused business processes to become blurred. It is difficult to tell the quality of a clothing batch that passes the test. It is therefore unclear what time to ship it to the retailer.
Decision. Talk to a business process analyst. The analyst will examine your company and assist you in describing your company’s procedures. Based on their experience, the implementation team will create an effective crm software for moving companies that will solve your current issues. The system will start functioning properly, and you don’t need to set it up. This will save you time.
Reason There is no reason. 3. The CRM isn’t compatible with the current software.
Problem. Problem. Employees start working in multiple applications at the same time, duplicating information from one program to the next. Sometimes, they transfer the wrong information or forget to transfer the data.
Let’s say we’re discussing the accounting and sales departments at a furniture maker. The sales department has implemented CRM, and the managers began closing deals with it. The accounting department uses an alternative method. If a manager is able to bring an agreement to the payment stage, they manually send details of the sale to the department of accounting. The accountant then contacts the manager to confirm that payment was received, in order for the deal to be transferred to the next stage. Customers usually have to wait longer for orders due to the lack of an automatic data transfer between departments.
Decision. Before you choose a CRM, list the programs you use. To find out whether these software programs can be integrated with the CRM of your choice contact an implementation specialist. If not They will provide advice on the services that can be replaced with analogs that are already in the CRM.
If you don’t know it beforehand, you will be required to pay additional money to developers in order to integrate the applications you use.
Reason # 4. Employees don’t use CRM
Problem. CRM is frequently introduced but employees continue to use the old method of working. They continue to use Excel to manage databases of customers and Word to make contracts. The reports don’t show all the data that has been being entered into the system. This is due to several reasons.
- Subordinates utilize the system, while superiors don’t;
- Employees aren’t able to get used to new software since the old version still functions somehow;
- employees fear that their superiors will be able to see how badly they perform.
Subordinates are completely demotivated because of the inability of their superiors to use the system.
Here’s an example of this: The commercial director at a marketing company did not utilize CRM. He continued to operate using the old method. He set goals by phone and asked to have Excel reports be delivered to him by email. Subordinates repeated the same task repeatedly by copying data into different programs and utilizing the old email program along with the corporate phone. They quit the job since they weren’t interested in working for the system.
Decision. Here are some ways to encourage employees to utilize CRM.
- Help them learn about the system, and then apply the system and then use it. For professionals working in CRM, a bonus is a primary motivator.
- You can teach them how to use it: give an instruction session, make videos, write down instructions and give an exam.
- The new system should be compulsory for all, even management. Make a formal order describing the new way of doing the tasks.
Choose a person to be accountable for the implementation of CRM and then train them to operate within the system. It should be a person who is respected by staff members – whether it’s the department head or an experienced colleague. They will be trained and gather the feedback of employees.
Here are some rules to help you avoid the most basic errors in CRM implementation:
- Remove third-party software and services. An implementation specialist will tell you the analogies that the CRM has. Contact the developer to integrate CRM with your program via API.
- Learn your employees how to use the system and make it mandatory for everyone. Pick the person in charge of the program’s implementation. People will find it a lot easier to become familiar with the new software when they receive assistance from a trusted colleague who knows how to use it.
- Do not save money for implementation. Hire an implementation team. It includes an analyst who will analyze and describe the business processes and an implementation expert who will design the system to reflect the company’s actual work.
- Do not think that the system will solve all your problems. It is an instrument.