What CRM Does and Doesn’t Do for You

As CRM experts, we know what it takes to make a CRM implementation successful, but It's essential to have an open discussion about the customers role and responsibilities in an implementation and to manage expectations.?

A CRM’s significant benefits are often talked about, especially for sales-driven organizations that are focused on customer service. You always hear about the positive effects on internal processes and performance, both individually and throughout an organization.?

What is not talked about enough is that the mere presence of a CRM isn’t enough to get the job done.?

The Myth of the Magic Wand?

CRM fails when organizations think that having the software is all that is needed to realize its benefits. “Just wave this magic wand and you’ve got instant efficiency, happy users, and ROI that will make the CFO jump for joy!” Unfortunately for us all, this isn’t how CRM works.?

CRM’s automated processes can never replace the human effort needed to change behaviors in a way that supports those processes. CRM is a tool, and if you don’t use a tool properly, it won’t give you the results you're looking for.?

Whether you’re implementing a new CRM or trying to fix one that hasn’t lived up to expectations, together we can help you take a step back and look at the interplay between the technology and the people using it. This is the key to making CRM a success.?

What CRM Won’t Do?

To put it bluntly, whatever CRM doesn’t do, you’ll have to. A good way to look at it is that CRM sets the stage for a new way of business, but all the stakeholders still have to play their parts to make it a good show.?

CRM doesn’t change behaviors, people do.?

“Well, that’s how we’ve always done it” needs to become a thing of the past. A CRM is configured to support the nuances of your business, in the beginning, you’ll have to watch for behaviors and old, inefficient processes that need to change for everyone’s success.?

Data doesn’t maintain itself, people do.?

Customer and prospect data is the lifeblood of any organization. When it is inaccurate, incomplete, or outdated, the potential benefits of CRM are greatly diminished. Something simple like sending out a holiday greeting can be difficult without good data, just imagine dividing up a sales territory or launching a new product campaign! For data to hold value, it needs to be routinely scrubbed, updated, and filled with new information. Creating processes that view, review, and add to customer data is crucial to ensuring everyone has a single, comprehensive view of what's happening with each customer.?

CRM doesn’t fix processes, people do.?

Once again, CRM won’t give you a magic wand to change all of your issues, what it will provide is a solid framework for establishing and automating new, more efficient processes. If your CRM is an engine, people are the fuel that keeps it running. Without them doing their part, it is next to useless.?

CRM reports don’t make decisions, people do.?

If you force CRM on end users, it will be rejected. Especially if managers aren’t using it to run the business. CRM offers flexible dashboards, reports, and analyses as a “single truth” for customer relations. CRM should be a focal point of every sales meeting, marketing campaign, and service analysis. If everyone has a vested interest in data quality, they are less likely to revert to old habits.?

IT doesn’t own CRM, everyone does.?

CRM is a business solution that delivers organization wide benefits. Everyone is a stakeholder in its success, not just those in IT. Make sure key functional groups have an input into the system so it reflects their day-to-day reality. Internal collaboration throughout a CRM’s lifecycle will boost adoption and improve ROI.?

A Partners Role in CRM’s Success?

At InfoGrow, we understand the nexus between business and technology. We’ll ensure you are delivered a CRM system that is “just right” for you; a system with processes and data structures customized to support how you do business. We’ll help you establish a vision and roadmap for optimizing your CRM’s potential, as well as training and support to help you every step of the way.?

When done right. CRM can be a game-changing solution that significantly improves sales, customer satisfaction, and productivity. It will take some effort to realize the benefits, but it will yield lasting results for years to come. If you are looking to take the next steps in perfecting your CRM usage, schedule a free CRM review with us today! ?