CRM (Customer Relationship Management) systems are no longer the novelty they once were, in fact they’re pretty much a must have now. However, pick the wrong solution and you could find your CRM working against you.
Following are top five problems with choosing CRM to look out for as you’re making the decision.
Problems with choosing CRM
1 – Who will use the CRM?
It’s likely that two different sets of people will decide which CRM is used and will actually use the system. That’s a potentially dangerous mismatch. Unless you can get your staff to engage with the system it’s going to be a waste of time and money. Getting your team on board – both with the generalities of what the system will do for them and the specifics of operational details – with the choice is vital.
2 – Going social
Social media is a massive CRM system in its own right and if it’s not included in your chosen solution you’re missing a trick. Don’t allow all that valuable information to flow through your fingers, make sure your software can not only monitor and quantify social media interactions but also help you engage with them.
3 – Integration
There’s good solid research behind this, with Aberdeen Research finding that integrating CRM with email was worth a near doubling of yearly revenue gains. Look for seamless integration with as many of your core systems as is possible.
4 – Knowing the power of your CRM
Do you know why you’re investing in CRM? If you think you’re getting a big, shiny (and expensive) address book you’re probably wasting your time. The whole point of CRM is that it can gather information from all over your organisation to give you a complete picture of your customer. You need to know how you’re going to make this work to get the best out of your CRM.
5 – The rules
A common problem is that a system with so many users can end up featuring inconsistent input, which can damage your data gathering and lead to field staff chucking the system in altogether. Ensure that there are well-defined practices on, for example, naming accounts, from the beginning at that everyone is trained to use the system correctly.
Make sure you know why you’ve invested in CRM and that all your users do too. It should be making their lives easier and if it doesn’t you’re going to face resistance from the start. Have you heard of any other problems with choosing CRM, let us know in the comments section below.
For interesting information about how to work your CRM to boost your B2B marketing, why not read our free white paper Simple guide to CRM for B2B marketers? And you can always request a demo or a free trial to find out yourself. Get in touch today!