However, a CRM is only as good as its implementation, and for first-time CRM projects, there are potential pitfalls along the way. Here are the mistakes that can sabotage your CRM, and guidance on how you could avoid them.
Common CRM Mistakes
Lack of OwnershipWithout having someone distinctly own the project, you are likely to see a diffusion of responsibility effect. This is an unpleasant incident when people don’t want to take responsibility for some action when others could do that instead of them. There should always be someone in charge.
Ignoring the End UserPoor end-user adoption is the quickest way to have your CRM investment turn into a liability. Many systems have lots of fancy features but if the system isn’t straightforward and easy to use — it’s not going to get used. If the system doesn’t make the sales team feel better at their jobs and force them to do more and better, they are not going to use it.
Dirty DataIf you put dirty data into your CRM (meaning inaccurate information), your end user is going to get dirty data out of it. No one wants dirty or incomplete data. If your sales team can’t trust the new system, they’ll quickly go back to the previous one, and your brand new CRM tool will collect dust.
Following OthersWhen most businesses look to implement CRM software, they ask colleagues and partners about what they use. If a colleague is in love with their CRM, this doesn’t mean it will work the same for your business. Each business has different customers, users, and processes. It is important to conduct research to find the one which will be the right fit for the whole business, but not just one person.
Inadequate TrainingIt’s very important to build good processes and habits from the start of the project. Salespeople are busy and might not want to spend their time on training, but it’s crucial for the long-term health of the system. Otherwise, the tool becomes less useful which in turn leads to less use.
In any business at the end of the day, your people are your greatest estate. If you’re not correctly explaining the value of a CRM to your team, then they will lose interest. The more people communicate about the benefits of a CRM, the more they will explore it and the more they will reap its rewards. They will inevitably wonder how they ever went to work without a CRM solution in place. Go forth, avoid these pitfalls and take CRM by the horns.