7 Common CRM Misconceptions.
Here at PragmatiQ Solutions, we hear plenty of misconceptions about Customer Relationship Management (CRM) systems. Couple these myths with stories about previously failed implementations and you could make any business nervous. However, there are plenty of success stories out there too and we want to balance the argument, as well as provide some guidance…
1. “Our employees are technical enough to learn how to use another new software”
The likelihood is, your staff are familiar with new technology that comes out all the time, so learning a new CRM, with the right guidance and training shouldn’t be too hard. Some CRM systems are more intuitive than others, so keep that in mind when you are searching.
Below are a few things to consider…
- Works on both mobile and desktop. With more of the workforce working from home or on-the-go than ever before, mobility is a key point to consider
- Allows users to easily switch between records, with the confidence they won’t ‘break something’ at the click of a button
- Provides a clean, modern and intuitive dashboard which users can easily read and extract important data from
- Offers insightful and useful reporting features which allow you to make informed decisions
Outlining the benefits and explaining how much more productive they will be as a result of new software, will help users to pick it up quicker.
2. “There is no tangible Return on Investment (ROI)”
Although it is hard to quantify an exact ROI on a CRM system, it is rare that they demonstrate no value at all. Organisations benefit from the software in many other ways, such as:
- Improved efficiency
- Increased sales
- Time and money saved with process efficiency
- More productive employees
- Improved customer relationships
3. “Our business doesn’t need a CRM, spreadsheets work just fine”
Spreadsheets may work fine for small organisations, however as your business grows then this is no longer a suitable way to manage all your data in an efficient way. Trying to find data in a timely manner is a challenge and having different employees storing data in different places makes it time-consuming to pull it all together. Also when someone leaves or goes on holiday, the intel and data often go with them.
CRM software overcomes this issue by ensuring data is categorised effectively, insightful reports can be generated quickly & easily, and data is shared amongst teams ensuring everyone has a full 360-degree view of their customers.
4. “CRM will magically fix any poor quality data entered into it”
Unfortunately, this isn’t correct; ‘rubbish data in, rubbish data out’. To ensure you get the most out of your CRM you need to make sure you are inputting the correct information, if not, your insights won’t be insightful or accurate.
Carrying out regular audits of the data within your CRM system make sure the database is kept up to data and the insights provided are as effective as possible!
5. “We implemented a CRM years ago, so it’s too much effort to move all the data“
The thought of moving data is daunting and can seem like a painful task, however, it doesn’t have to be like that. You shouldn’t feel like you have to stay with outdated software, just because all your data is stored in it.
Speak to the partner who is implementing your new CRM system, as they should be able to support you with this.
6. “Sales will increase instantly”
Although sales will improve as a result of the CRM, it won’t happen on its own. As we mentioned above, the right data needs to be inputted into the system to get the best output; CRM software is the tool to drive the change. Processes are also essential to making the system work to its full effectiveness.
Improved productivity and efficiency will drive more sales over time if the software is used in the way it is intended.
7. “It makes sense to build our own”
Building your own CRM might seem like the most appealing option, being able to customise everything to your needs and requirements, however, it isn’t always this straight-forward. Not only is this option an expensive route, it can also lead to complications further down the line; technology becomes quickly outdated, which means it can be extremely expensive to continually update. Alongside this, you are also tied into the particular vendor who built the software, which can then leave you with very few options if they go out of business for whatever reason.
Microsoft Dynamics 365 is a great option to get the best of both worlds; the platform has already been built, which can then be customised and extended to fit your specific business requirements. Microsoft is also continually investing in the software in order to keep it up to date, so you don’t have to worry about falling behind competitors!
Hopefully, a few of the misconceptions you might have heard have been acknowledged within this article. However, the best way to ensure you choose the right CRM is to make sure you do your research and everything in your power to ensure the software is successful. At PragmatiQ Solutions, we’ll work with you to understand your business needs and tailor a solution to fit, call us on 01908 038110 or email us on [email protected] to find out more.