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Seven Deadly Sins of CRM. Part 2
By Enabliser Helene
In Part 1, we outlined the first four sins:
- No CRM Vision in Place – if you don’t know what you want, how can you achieve it
- Focus on Technology rather than Business Needs – what do your people need and will use
- Trying to do too Much too Soon – do it gradually, revolutions may not work the best
- Junk in, Junk Out – cleanse your existing data before you start, the benefit is huge
We continue with more pitfalls to avoid – and give your CRM a chance to shine, to improve productivity, customer service and increased sales – what it should be doing if you give it the chance.
#5: Doing CRM in a Silo
In many companies, individual divisions often embark on their own separate CRM projects, without giving much thought to the needs and goals of other customer-facing functions across the business. While this approach will increase productivity and improve processes at the departmental level, this common CRM mistake will cause even greater fragmentation and inefficiency in tasks that span multiple teams. Make sure all CRM initiatives span across the whole organisation.
#6: Treating All Customers Alike In Your CRM System
Where CRM is concerned, we have to develop a compelling reason for customers to want to establish a relationship with us. We must find out what your customers value. Some will value a close relationship while others want only a transactional relationship. Your CRM vision must be flexible enough to satisfy both these groups. This mistake actually has two parts. The first is that we think we actually know who our customers really are. The second is that we treat every customer the same. Your goal is to learn as much as you can about your customers, on a deep level, so your customised message can cut through the noise and deliver programs and services that solve their core problems.
#7: Top Down Approach
Pushing the CRM system down the end user’s throat is never going to turn out well.
The key to successful CRM adoption is to involve the end users in the decision-making process. CRM systems are about improving the speed and effectiveness of managing customer relationships. This means a CRM system should be for the Sales and Support reps first, and management second. If the reps won’t enter valuable data in the CRM system then there not much for management to look at, is there?
It is good practice to involve the end users early on in the roll out by conducting training classes and hands-on workshops throughout the design and testing phase. This allows your users to become comfortable with the system before going live, and also enable you to resolve any issues before you go into full production.
Optimise your CRM system to save your sales reps time and hassles, so they can close deals faster - and they will use it.
If you wish to discuss any aspect of these issues, please contact your local Enabling office.