Experts and experienced users of customer relationship management or CRM solutions 10 CRM Mistakes to Avoid – Part 1 with the least amount of effort. With CRM systems being around for a long time, there are so many options on the market that can be overwhelming for new adopters. We previously talked about choosing the best CRM tool for your database marketing strategy, but we didn’t quite get into the mistakes that are often made when using these tools. This two-part series lists common CRM mistakes that business make and how to avoid them.
10 CRM mistakes and how to avoid them (1 to 5)
1. Not keeping end users in mind
This is probably the most common of CRM mistakes made by organizations the world over. Who are the end users in this case? Your sales team, of course. Before ever looking at systems and solutions, you should be talking to the sales team and getting as much information as you can about their sales process efficiency, challenges and strengths. Your end users should be actively involved in choosing a system that works for them and not against them.
Those who will be using your CRM tools need to know why and how they will be using them. Discussions on how CRM can benefit your organization should be held to familiarize the sales team with the purpose of any and all CRM tools — to increase revenue, reduce costs and automate processes in order to save time.
2. Not choosing a mobile-friendly CRM tool
Perhaps the biggest problem with CRM tools is getting sales reps to use them. For this reason, you have to make sure your CRM tools are as easy and convenient as possible for them to use. Common CRM mistakes include thinking that you don’t need mobile-friendly software. Well if you didn’t already know by now, sales reps do most of their work on their mobile devices. This is because their role requires them to be mobile and ready to work remotely at any given time of the day.
While desktop CRMs were optimised for use in the office, they may not serve sales reps on the go. User-friendly and mobile-ready software that integrates well into other apps and software are essential for higher engagement. They also make real-time updates possible and increase the efficiency of scheduling calls and meetings.
3. Not choosing a scalable CRM tool
Another of the several CRM mistakes business developers make is to choose a CRM tool based on the current state of the business. The problem with this is that the CRM tool may not apply to the business when it reaches its next growth stage. A system may be relevant to your company for a few years, but do you really want to spend time and money (again) updating your CRM tool when you are ready to scale? Pick a CRM tool that can handle a large database of customers and orders. It is always best to lean on data, both current and projected, to make such a decision.
4. Ignoring or not integrating social media with a CRM tool
Let’s face it, the reality is that social media is here to stay. It is what drives the world we live in today, and it is what drives the sales processes of the future. Your CRM tool needs to track social media interactions between your business and your customers. Not leveraging social media is perhaps one of the more costly CRM mistakes any business can make.
Just collecting and monitoring this information isn’t enough though — you have to intelligently listen to what customers are asking for and engage them actively over social platforms. This is how your business can get insights to improve the customer experience and create long-standing relationships with your customers to increase revenue streams.
5. Not integrating your CRM system with other systems
This CRM mistake seems quite obvious, but you’ll be surprised by how many businesses are not taking advantage of integrated solutions for CRM. If you are going to invest in a good CRM tool, you better make sure you get your money’s worth. For example, your CRM tool should integrate seamlessly with email such that sales reps can send emails directly from the software’s interface. This saves them a step and a whole lot of time.
Look out for the second part of this list next week.