As with any other internal process, how you implement your CRM software can make even more of an impact than the CRM’s actual capabilities. Even if you have a great CRM tool by your side, you will still need to do the work to get the most ROI for your small business.
While a CRM system undoubtedly has its benefits, there are several processes to learn and implement, and various pitfalls you need to avoid to make the most of its features. Today, we will cover some of the most common issues with CRM implementation to help you make the most of your CRM.
What Does a CRM System Do?
CRM (Customer Relationship Management) systems serve as a hub for organizing and making sense of invaluable audience insight and data which gives you the tools you will need for your business to collect and gather information about customers, their habits, and strategies to gain even more in the future.
A CRM tool lets you store customer and prospect contact information, identify sales opportunities, record service issues, and manage marketing campaigns, all in one central location — as well as make information about every customer interaction available to anyone at your company who might need it.
CRM Mistakes to Avoid
1. Not evaluating your business’s core needs
Before you even decide on software for your business, you need to look at the reasons for implementing the CRM software in the first place. What are the core needs of your business?
It may be that you already have a significant client base and need a system to manage them or perhaps you want it to help drive sales or just help you keep in better contact with your customer base. The data collecting properties of a CRM cannot be overlooked and the information you can gain is invaluable if you know how to use it.
Make sure that you identify what your needs are and what your biggest wants out of the software will be before you dive headfirst into the world of CRM.
2. Using software that isn’t end user friendly
Poor end-user interface is a quick way to have your CRM investment turn into a liability. Many systems on the market have a good deal of flashy features but if the system isn’t straightforward and easy to use, it will end up going the way of so many calorie counting apps, never being used.
If the system doesn’t provide your sales or marketing team with actionable information or the user experience is so convoluted that it is a challenge to extract what they need from it, then it just won’t get used. Making sure the CRM you use knows small businesses and is built for the specific needs (re: close customer interaction) is very important, and can make or break how well-utilized it is in the first place.
3. Lack of social media information integration
In today’s social media-driven world, your company can be made by just a few of the right people getting a hold of your information and sharing it. While that can be a little haphazard, the goal of social media is one that is almost unlimited in its scope. Now your information is available to the entire world at a click. Not utilizing your reach is doing your business quite a disservice.
It is essential to have a CRM system that integrates your social media interactions with customers. Social engagement can produce vital customer insights and create a long-term relationship with your customers that can then be used to improve the customer experience and ultimately benefit your business’s bottom line.
4. Maintaining bad data
Customer data is the lifeblood of your CRM and as a result, you must make sure to properly maintain correct and up-to-date customer data. Despite the importance of this element, many businesses still fall into the trap of maintaining “bad data,” which results in outdated customer information and inaccurate sales forecasts. According to IBM, bad data costs companies in the U.S. a staggering $3 trillion every year.
In order to have a successful CRM implementation, you will need to take measures that ensure the data going into your CRM is refined, accurate, and useful. Many contacts can go bad each day, so having solutions like CRM automation can guarantee that your contact data is accurate and up-to-date without taxing your team with manual data entry or management that bogs down your process.
5. Using software that doesn’t scale
No matter how big or small, any internal growth and scaling of production should be able to be handled by your CRM. When your company grows and gains more customers, you’ll need your CRM tool to be able to keep up. Choosing a CRM solution that takes into account future growth is crucial if you don’t want to migrate and implement a new system within a short time span.
Advanced functions such as additional bulk emailing or an intuitive customer service system for more clients can really help you stay on top of your growth so you don’t flounder at the uptick in sales or customers. Features for your business to grow are always a must for CRM so it can accommodate any scale you may see in the future.
6. Being too ambitious with the software
CRM software has major possibilities that can help you gain leads, enhance sales, and uptick your ROI… This access to new tools and functionalities will make you want to jump right in and start implementing change after change right away. While exciting, even intuitive and user-friendly CRM’s take time to learn and use properly, so it can do the job it is intended to do.
Let yourself and all of your employees take the time to get used to the tech and the new world of marketing CRM will bring. Outline a gradual plan for the rollout and make new goals for implementation over the next few months, as quality CRM needs to be formatted for your brand so it can get you quality prospects and analytics.
7. Not properly teaching your employees the software
Choosing the right CRM for your business is only a portion of what you need when it comes to successfully using the software. A robust CRM tool won’t do your business any good if no one is trained on how to use and interpret the data.
Correctly implementing and training your end-users on how to properly use your CRM is essential. Taking the time to train and go over the software will help your employees understand the need and benefits of using the system and it will encourage them to integrate it into their tasks on a daily basis.
Top Quality CRM for Your Small Business
AllClients‘ web-based CRM software was specifically designed with the non-technical business owner in mind. No training is needed. Jump right in and you will see how easy it is. We also provide video tutorials that can take you through the system step by step.
Our CRM software is an all-in-one, integrated online contact management solution. You don’t need to go buy 10 different specialized products and try to figure out how to make them work with each other.
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