Many companies invest in customer relationship management (CRM) software expecting big results. CRM software should give you higher profitability, improved productivity, lower costs, greater insight into customer and prospect behavior, and thus stronger customer retention. Is your CRM helping you to achieve all of this? Let’s look at three reasons CRM may not be helping your business.
1. Connecting people
The number 1 reason CRM software does not fulfill your expectations is not technological glitches, but the people who use the CRM software. Companies are made up of people and many companies interact with customers or clients constantly. CRM software is made to facilitate connecting people. The people in your company may be unable to or unwilling to use the CRM software correctly. That may because they do not understand how to use it, don’t want to bother with opening the application and inputing information, or they do not see it as something they need to use consistently.
Train your team members in using the software so they understand fully how to implement it. Also let your team members know how the software can play an important role in improving employee and company performance. Emphasize that customer to employee interactions are important and need to be recorded consistently. Consistent input can lead to clear data. Just as every employee contributes to the success of the company, every employee contributes to the success of CRM software.
2. Maximizing your Business Plan
Does your company have a clear business plan? What goals have you set? How do you plan to reach them? And do your employees know what your goals are? These are questions you need to ask before selecting and implementing a CRM software program. Buying great software will not lead your business to success. Instead, software helps you reach the goals you have already set. It can also identify new goals or areas to explore to realize more success. If your business functions from the standpoint of “we’ve always done it this way” your CRM software will only record data. Once you have the data, you can use the software to analyze it, then look for ways to improve. Clear business plans are vital but you must also incorporate flexibility.
3. Integrating the Technology
If employees feel the CRM software is just more technology administrators or the IT department wants everyone to start using, the employees do not feel responsible to what the software can do or how to make it work. Encouraging team members to integrate the software in their daily functions can go a long way. Introduce the software and how it can really improve the company. Then let each team member get involved in various steps of implementing it and seeing the results. Keeping them in the loop helps team members to feel more connected in making your new CRM software a success. They will use the software more fully, thus integrating into business life.
CRM software has a high rate of failure. Investing in a program that does not bring rewards can be very frustrating. Remember that the software alone will not solve your business concerns. To realize the success of your software get your team members excited about making it a part of your business and involve them along the way. Develop or clarify your business plan so you have a clear idea of how to use the software to optimize your company. CRM software analyzes your customer interactions with your company but in reality it should build more productive interactions between customers and team members.