CRM or Customer Relationship Management is one of the big buzz terms in business nowadays as when done well, it can be one of the most effective ways to increase revenue, customer retention and satisfaction all by improving customer relationships. One of the strategies businesses adopt is sales CRM software. But there are some common reasons why these failures happen, so here let’s look at them so you can do your best to avoid them!
Pitfalls to avoid
- Overly focused on the technology and which CRM vendor to choose. While of course, these are important decisions, this is not the only thing that is required for a good CRM strategy. Businesses start making plans for call centers, web-based on-demand CRM to allow their people to have access to and make changes to the database from wherever they are. You need to focus on making core changes and improvements within the company for any software to offer the best results.
- With too much attention on sales CRM software, there is not enough focus on the whole point of the strategy. The customer and their happiness. Any decision or plan should start with the C of CRM, the customer. Some call centers actually make the process of customer handling more complicated not less and bad experiences can alienate some customers. That is the opposite of what you want! The actual ROI for good CRM is retaining old customers and acquiring new ones. CRM is the best way a business can better understand their customers and what they want, and a customer becomes more loyal.
- Businesses rush into adopting CRM with no planning or preparation. The leadership hear of CRM and what it could do for them so order its adoption and wants it now. But no preparation is done not just for the adoption of software but in preparing employees. You need them to understand what CRM is so they see it is worth making changes in how things are done. People might need time to adjust how they think and plan before they can implement anything. Some businesses need to create a new department! It is something that should be important to the whole company, not just the sales department. It is also important that all the managers adopt it and lead by example. Only then are people ready to successfully learn and use sales CRM software.
The real way to determine whether sales CRM strategies have been successful or not is in the happiness of your customers. If you are able to avoid the common pitfalls other businesses sometimes fall down you should notice your customer satisfaction is up, more are staying as loyal customers and you are bringing in more new customers. Any company whatever the size can benefit from a carefully and well thought out adoption of CRM strategies and technology. Just make sure your business and its employees are ready and remember this is long term change.