When was the last time you asked your CRM how it was feeling?
Probably never, because that would be weird, but it’s still important to do an annual checkup on your CRM to ensure it’s the healthy and helpful system it should be. Luckily, there’s no need for an expensive appointment. Just ask the questions below to get a diagnosis!
1. Does your CRM support all of your communications with customers, or does it only integrate with specific channels?
If it only supports some communication channels, then your CRM is not functioning as the comprehensive database that makes having a CRM so valuable. Such tools provide a full picture of your company’s interactions with each individual to ensure that nothing is overlooked. For example, if your CRM only documents your email and phone communications with a contact, but it does not integrate with the online forum for customer feedback on your website or your social media channels, then it won’t provide you a full picture of all the customer’s interactions.
2. Does your CRM allow various departments to access relevant information for their teams?
This one is a biggie. A CRM should display useful data about each contact in meaningful terms to the user. For example:
- Marketing should see how leads and customers behave in response to emails
- Salespeople should see which customers most impact sales and their buying histories
- The web designer should see how customers interact with the website
- Finance should see which contracts have closed and overall sales figures
3. Does your CRM facilitate rather than impede quests for new initiatives?
If your software provides you with enough data to support your analyses, that’s a good thing. In fact, a really good CRM will even inspire you to try new methods and tactics for achieving success by providing variable data fields. If, for example, you see that you can record data about what transpired during a follow-up, you might see the value in having that info accessible and decide to track and analyze it.
4. Does your CRM offer analytics, or does it simply collect data?
Do you want to know the exact duration of your morning tooth-brushing? Of course you don’t. But would you like to know what percent of the recommended time you hit? (Maybe not, but I sort of wonder about it to be honest.) The point here is that a good CRM will provide you with data that is processed in a way that makes it meaningful and actionable rather than purely descriptive.
5. Can your CRM be configured to support specific processes?
Increasingly, software comes with many built-in options from which users can choose at their own discretion. This means that you may be able to upgrade your current CRM without the time and cost associated with classic customization initiatives. Of course, if every tweak requires a significant amount of your time and money, you should consider exploring other options.
If you find that your CRM is lacking in one of the above areas, you can
- Investigate additional modules for your current CRM;
- Look for other applications that can integrate with your existing system, or;
- Consider migrating to a different product.
Remember, this sort of checkup is important for all of your business technology systems, including software, hardware, and everything in between. Best of all, they protect you against sick trips to the doctor because they keep your systems in better overall health.
Looking for Customer Relationship Management software? Check out Capterra's list of the best Customer Relationship Management software solutions.