Each dollar a company spends on Customer Relationship Management (CRM) can return it up to $8.71, according a recent study by IT research firm Nucleus Research. While CRM helps boost sales, improve marketing effectiveness and customer service, not all companies using CRM software get to see equally great results. In most cases, it boils down to how you implement the system in your company. Mistakes do happen; and some mistakes are more common than the others. Read on to know how you can avoid the following common CRM implementation mistakes.
Not having a definite goal
Effective CRM deployment needs practical, feasible, and clear goals. You also need to set an exact time frame for achieving your goals. For instance, your goal could be to use CRM to enable your customers to locate specific staff members for specialized services. Knowing your goal means checking whether the CRM fulfils the most important requirements of a business. CRM requires adhering to your business model and industry. If you have a large number of active customers, only better management is needed. Your CRM vision should account for resources allocated within the organization.
Not letting the sales team handle CRM management
Ideally, businesses should have the sales and marketing teams operate the CRM system. Often, organizations make a serious error in implementation by handing over CRM to the IT department. It is even better to have a C-level technologist for marketing, which can take care of implementation, establishment of guidelines, training, and monitoring results. CRM pricing is usually based on the number of users with access to the system. This means that businesses can choose between spending more on training more staff for the implementation, in addition to paying higher for the software. However, it is the best to guard against the risk of one or more administrators quitting the job.
Not choosing the right software
Prices should never govern the choice of your CRM software. The right software is chosen based strictly on the requirements of your particular organization. It should be convenient for the staff to use, fairly maintainable. It is advised that one consider cost and expected returns over three years, and not the first time installation cost. Choosing the right provider is equally essential, so look for providers that thoroughly understand your requirements and preferences. For instance, simplified CRM software like QuickDesk has introduced an interactive sales-force feature that helps teams get together on one platform, receive notifications on deliverables, and set goals.
Not deploying proper executive sponsorship
Absence of leaders and capable project managers can hinder the implementation of CRM. Even before you have your desired system; it is necessary to have corporate executives on board. Installing and implementing an entire CRM requires modifying business methods and sales quotas, and companies need to ensure that the executive team has approved the chosen strategy. Apart from executives, it is also necessary to make sure that users are comfortable switching to the new system. You can consider using campaigns or response-seeking processes, and get customers’ inputs early and incorporate customer feedback before permanently implementing any new CRM process.