Many of our clients have tried at least two CRMs before turning to us for a solution. The most common reason they cite for past failure: our people didn’t use it. Why is this? Here’s a list of common CRM complaints:
- Feels like a mandate from above so sales reps feel they are being strong-armed. They think managers use CRM like Big Brother, to micro-manage, and not as a tool that helps them.
- It’s too time consuming to enter data after a busy day. They don’t see how it benefits them personally or has money-making impact.
- Sales people love interacting with customers, not CRM programs. They’d rather be out selling and closing deals than logging a bunch of info.
- Inadequate or no training on the system.
- Too complex and confusing.
- Poor implementation.
Depending on the source, 50–70% of CRM initiatives fail to take. Managers who buy expensive CRMs, only to have their people abandon it, know the pain. Decision makers can actually avoid these costly failures. Here’s how:
- Involve your salespeople in the CRM selection process. Have them sit in on demos and consult them for feedback.
- Set clear objectives of what the CRM will accomplish. Communicate exactly how the CRM will benefit individuals and the company as a whole. Avoid the pitfall of differing CRM expectations by defining a common vision.
- Provide training and support.
- Involve your sales team in the implementation process. Get their input in designing and fine-tuning the system. The people who will actually use it should have a say in what CRM should do.
- Integrate CRM in stages. Don’t implement abruptly and all at once. Start it simple and build up to give users command and confidence.
If you don’t have buy-in from all the stakeholders, you’re going to have a tough time realizing the benefits of CRM strategy or software. A successful CRM implementation has all groups enthusiastically on-board. In addition to top management, the people who will actually use the system have to be engaged and committed to the rewards of CRM.
Looking for Customer Relationship Management software? Check out Capterra's list of the best Customer Relationship Management software solutions.