Reason Not. 1. Expectations for CRM are overinflated
Problem. Many companies have a wrong conception of CRM. They believe that purchasing it will immediately increase sales and allow departments to cooperate. And when this doesn't happen, the company gets frustrated and stops using the system.
CRM is a business tool. It's similar to scalpels or brushes for artists. CRM facilitates business processes and analyzes sales performance. However, there are some issues that only managers can fix. For example, the system can't keep Christmas decorations in demand all year long.
Decision. Connect the needs of your company with the capabilities of the system. Write down the tasks that you want to delegate, facilitate or automate using the aid of CRM. Check if these functions are included in the pricing section of the software's websites, or talk about it with an adviser of the software you want to use. You'll know whether the product is appropriate before you decide to purchase it. You are at risk of you'll end up paying for a service that isn't right for you, or does not meet all your needs. If this happens, you will have to buy additional services.
Use CRM as a problem-solving tool. When the reports show that the manager's rate of conversion of requests to deals is twice as low as the other managers The program can help you find out the reason. Listen to recordings of his/her conversations with customers. You may find them rude interrupting, or not paying attention to customers. You can either fire such an employee or teach him/her how to communicate with customers.
Reason # 2. The CRM system cannot identify actual business processes
Problem. Problem. This is what happens when a company wants to reduce costs and set up the system itself.
As an example, the owner of a children's clothing company spoke about the business's activities, however, he didn't remember that in the last month, he had employed a quality inspector. He did not mention the validation stage within the sales funnel, and so the business process was changed. It's difficult to determine when a clothing batch passes an inspection. So, it's not clear when you should send it to the store.
Decision. Consult an analyst in your business. He/she will study your business and assist you in describing your company's procedures. The implementation team will use their knowledge to design an effective CRM system that addresses your current problems. The system will automatically start functioning properly, and you don't have to establish it. This will help you save time.
Reason # 3. The CRM is not compatible with the current software
Problem. When a company introduces crm for movers within one department, and other departments continue to use the old way, problems with data synchronization are created. Employees start working in multiple applications at the same time and are able to duplicate information from one program to the next. Sometimes, they transmit incorrect data or fail to transfer it.
Let's take, for example, the accounting and sales department at a furniture manufacturing company. The sales department has implemented CRM, and the managers began closing deals using the system. The accounting team uses a different system. When a manager brings an offer to the Payment stage, he/she has to manually transmit information about the transaction to the accounting department. After a few days, he/she calls the accountant to check whether the payment was received, to allow the deal to the next stage, and start making the couch. Since there isn't an automatic information exchange between departments, customers wait longer to place orders.
Decision. Before you choose a CRM, make a list of the program you are using. Contact an implementation specialist to find out if these programs can be integrated into the system of your choice. If not they can advise you on the services that can be replaced with analogs that are already in the CRM.
If you do not learn this before, you'll be required to pay additional money to developers to integrate the services you utilize.
Reason # 4. Employees don't use CRM
Problem. It happens frequently that the CRM is implemented, but employees keep working the old way: lead the database of customers using Excel and write contracts in Word. The information is not all that is incorporated into the system, and the reports do not show the full picture. This is due to several reasons.
- The employees are lazy enough for new software to be used even though the previous version is working.
- Employees are worried that their superiors will be able to see how poorly they work.
- Subordinates and superiors are able to make use of the system However, they cannot use it for their superiors.
The inability of the superior to apply the system discourages subordinates completely.
Here's an example: The commercial director of a marketing company didn't use CRM. He kept working on the old method: set goals by phone and asked people to send Excel reports to the email. Subordinates carried out the same task repeatedly: they duplicated information into various applications, and used the old email client as well as the corporate phone. They quit the job because they were no longer interested in working for the system.
Decision. Here's what you can do to convince employees to utilize CRM:
- Motivate them to study the system and apply the system. For CRM professionals an incentive is the primary motivator.
- Introduce the system as a requirement for everyone, including managers. Make a formal announcement on the new system of conducting tasks.
- Teach them how to use the system: hold an instructional session, create videos or write articles that include instructions, or give them an examination.
Designate a person who is accountable for the implementation of CRM and train him/her to work in the system. This person should enjoy prestige among the staff, such as an executive in a department or an experienced colleague. They will be trained and gather the feedback of employees.
Conclusion
These are some suggestions to avoid common CRM implementation errors:
- Get rid of third-party software and third-party services. An implementation specialist will tell you the analogies that the CRM can provide. Contact the developer to integrate CRM into your application via API.
- Train your employees on how to utilize the system, and make it mandatory for everyone. Select the person who is responsible for the program's implementation. The users will find it easy to get used to the new system when they receive assistance from a trustworthy person who is familiar with how to use the program.
- Don't think that the system will solve your business's problems by itself. Consider it as a tool.
- Don't cut corners for implementation. Hire an implementation team: An analyst who will analyze and describe business processes and an implementation expert who will set up the system to ensure that it accurately reflects the real-time work of the company.