Modern CRM systems are intelligent and smart, but how effective they are in a company depends solely on the company itself. Various statistical studies show that in most cases the efficiency of a CRM system in a company reaches 65 percent limit within the first five years of use. Admittedly, such a result is not very admirable, so it is worth looking into the reasons.
Why Does CRM Effectiveness Decrease?
In fact, one of the biggest reasons for new users of the system (companies that have been using the CRM system for up to 5 years) is that not all employees work with the system or they use only some of its features. Actually, it is estimated that every fourth employee in the sales sector does not know or understand what a CRM system is, so even when they come to work for a company that has a CRM system in place, they use their own methods: calculators, sticky notes, etc. This causes serious damage throughout the company.
It is essential to work with employees and to provide them with clear information in order to increase the efficiency of a CRM system. Employees need to understand exactly what benefits CRM systems bring to them personally, and why they are important to the company. Everyone should make use of this advantage. The bigger efficiency your CRM system will achieve, the more efficiently your company will operate, the more benefits your employees will gain. It’s a closed loop where all the elements are interdependent!
Note that the root cause of this problem may be the irresponsible choice of a CRM system. The more comfortable, attractive and functional the system you choose, the easier it will be adopted by staff. This is like a guarantee that maximum efficiency will be achieved more easily, faster and at a lower cost (employee integration). Be sure to estimate these costs when calculating the cost of the CRM system you choose – the saying “you get what you pay for” is often true, and you end up wasting not only money but also valuable time.
The Importance of Contact Information
One of the most important bases of CRM system databases is contact details. If they are stored and maintained, the system can be used effectively. Inaccurate or incomplete contact information is one of the most common reasons why employees avoid using CRM system functions in their daily operations. So, this is usually how a chain reaction starts which reduces the efficiency of the system.
Data is the true value and the foundation of the CRM system, so pay close attention to it. It is not only necessary to enter data, but also to maintain it: update, delete, and archive… And how easy or complicated it is to control these processes depends on the capabilities of the chosen system and software solutions.
User Roles and Happy Users
CRM systems have user roles that allow to assign different functions to users. You can hide irrelevant information or data that only a certain group of people need to know, restrict the use of certain system functions, and so on. This is done quickly and easily. The most difficult task in the process is deciding which employees need which roles. On the other hand, roles can be changed and managed at any time, so there is no need to be afraid of making mistakes or predicting the future – less is always better, and if any role is needed, it can be immediately assigned to a specific employee.
A mistake is made when there is not one responsible person, and when, because of the hurry or for other reasons, not enough attention is paid to this functionality. Then all the staff get all the roles and the turmoil begins. Human error increases, there is information overload… All of this makes the system repelling for the users, and it seems not only unattractive but supposedly unreliable. Although in fact the employees themselves are unreliable and make mistakes in databases which are not meant for their role! Avoid all this confusion and your CRM system will be much more efficient.
Where Does Inaccurate and Unreliable Information Come from?
Would you use a system whose information is misleading? Definitely not! So don’t let your CRM system become one. Modern systems are relatively liberal in terms of data entry, so some standardization should be taken care of. This would also make it clearer to the employees how and what data is required to be entered, and which data is additional. This also helps create a clear, reliable and easy-to-understand database.
Remember that as the time passes, everything around us is changing. In fact, everything is changing at a frantic pace! Information overload delays and repels, so don’t store old and redundant data, archive it. Take the time and resources to maintain your data, and it will pay off. Employees themselves benefit from clear and accurate information that can always be trusted, so updating data and making it relevant, while not their primary function, should be a personal initiative, as everyone in the company pursues the same goal. When everyone contributes, the goal is much easier to achieve!