Too many companies realizing they don't have a customer management system, focus on the wrong things. They look at software or technology issues instead of business issues.
Here is a list of those nice to have tech items that won't impact your bottom line.
- Does it link to Outlook?
- Can I sync with my calendar on my iPhone?
- Can I use it on my ipad?
- Track all your leads to closure
- Do targeted email campaigns
- Measure neglected customers
- Increase customer touches
- Increase follow up by 100%
- Measure field sales activities
- Centralize and share all customer information in one shared location
- Expand best practices to all users
- Eliminate redundant repetitive time wasters.
While we're on a roll, here are a few other program killers.
- "It costs more than we wanted to spend" Develop a realistic budget with the help of a consultant who's done this before.
- "We don't need to customize it. We can worry about that later." If your CRM program doesn't look act and work for YOUR business it won't work at all. Your system should reflect the work and language your people use everyday. Then it becomes a tool to improve productivity.
- "Our IT department will manage the system." IT folks have unique skills and a hard job, but they rarely have run a business. Don't ask them to develop sales process, marketing programs, etc. It will not work!
- "We don't really need any reports to start with." Without even the simplest measurements of who's using the program, you can not improve the system and many users will ignore it.
- "We'll do our own training." Training is critical. It is complete when every one is using the program effectively. Work with a consultant who knows the program and has extensive business experience. Look for a blend of software and process experience.
- "Top management expects this to work....but they aren't going to use it." Death!! A CRM system is a the core of customer related information. IT's not just an email client and a calendar. Top management needs to understand and adopt this powerful tool first.
That's for starters. I bet you have some of your own.
Need some help with your program? Tech.Sell has been helping customers get more from their CRM system for nearly 20 years. We are a partner for GoldMine, SugarCRM, LeadMaster and Nimble. Give us a call at 847-382-4500 or stop by our website.
This is a great list. We've seen well-intentioned GoldMine implementations go down the drain for EVERY ONE of these reasons, not to mention combinations of them. Any honest self-assessment by a GoldMine user should find a number of these pitfalls currently obstructing their full CRM success -- and they are easily removed with some planning and discussion!
ReplyDeleteGreat points. CRM integration can improve business processes exponentially, but only if it's brought into the business with care, focus and razor sharp planning and implementation. There's rarely a one size fits all solution out of the box, and companies either need to be on board fully, expecting and factoring in the additional costs of customisation and training or not on board at all.
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