Investing in a CRM be it Salesforce or any other Salesforce Alternative CRM software does not have to be intimidating.
Although it is often a daunting task to get complete company buy-in while adopting a CRM for your business, nevertheless CRM is one of the best tools that promote rapid business growth.
Therefore, in this article let us discuss the rhetoric of bloated traditional CRM vendors, and myths that have popped up about CRM technology to help organizations be aware of these myth machines in an effort to better recognize how easy to use CRM can help grow their businesses in the long haul.
Myth # 1
AI (Artificial Intelligence) is a quintessential factor for the future of CRM
Over the past few years, AI has become the buzzword in every industry and so several CRM vendors have also introduced AI component in their product offerings.
Well, although it cannot be denied that AI-related technology will play a major role in the future of CRM, nevertheless this idea created by many CRM vendors that it is the be-all and end-all for CRM is more of a marketing gimmick that has cleverly marketed than what is the reality today.
To be more precise, the AI’s role in the CRM space is one of more subtle influence, where it complements and augments business operations and human’s skills so that the end result (the user or customer experience) is improved.
Therefore be careful of any CRM vendor trying to oversell AI right now.
The truth is you do not have to buy AI, instead your easy to use CRM vendor will slowly infuse integrate AI features in their CRM over a course of time.
Automated bots will supersede humans in customer-facing interactions
This is one myth that has played on everybody’s fear for years. Although according to a plethora of research studies it has been found that the prospect of automation totally replacing humans in customer relationship management and interactions would actually do more harm than good for any business.
For example, speaking about IVR (Interactive Voice Response) systems, who would not grumble when a customer service line is answered by a digital voice rather than a human being?
Therefore, as humans are best at interacting with another human being and we still value person-to-person communication, the idea of Chatbots totally replacing humans in customer-facing situations should not be happening soon.
However, getting bots to work along with humans can be considered important, since it can help automate several mundane tasks, while humans can lend context to those activities.
Hence, the human component and bots must remain intertwined even in the future days to come so that customer interaction progresses, uninterruptedly.
It is most useful for serving the managers and VP of sales
Now, this myth does have some roots, as in the past, during the early years of CRM, this software was predominately used as a tool for managers to supervise what their salespeople were working on.
However, in the present times modern day CRM technology has evolved to become the spine of business strategies that are required for building better relationships.
Modern CRM solutions bring together customer information and collect it the CRM database from multiple sources and then distributes the data to all customer-facing employees for providing a 360-degree view of each customer across all departments.
Hence, modern-day CRM software is all about driving insights to the users, and not about imposing burdensome tasks for the employees from their management staffs.
Cloud and SaaS (Software as a Service) are the same
This myth has been upheld by several CRM vendors that only sell their software as a SaaS offering. Therefore, these CRM providers have spent lots of resources, time and money to convince their buyers that ‘SaaS equals to Cloud’, which has in reality done a great disservice to the modern CRM space.
We say this because, in reality, Cloud Based CRM software platforms take on several deliveries and access epitomes and prototypes such as public cloud that is self-managed, private cloud, dedicated partner-managed cloud, multi-instance cloud for vendor management, and now multi-tenant “traditional” SaaS models of the cloud.
The good thing about Cloud is that it means more choices for the customers, which also incorporates the benefits of reducing IT overheads while at the same time finding different levels of data security and controls that comply with government and industry standards and mandates followed across the globe.
CRM is only for sales teams to forecast and win deals
This myth is also partially real, as CRM of the yesteryears, CRM was indeed just no more than contact management and sales tool.
Nevertheless, modern all-in-one CRM technology offered by vendors such as Salesforce and other Salesforce Alternative CRM software platforms; synthesize customer information amassed across several channels and turn them into meaningful insights that can be translated into actions.
Now, having this critical information and insights at the disposal of sales, marketing, customer support or any other customer-facing employee aids in building a deeper relationship with the prospects and customers, and thereby improves the operations of sales and support for stellar business growth.
Hence, modern CRM unlike the clichéd myth that draws on old and archaic beliefs about the software has much broader applications than before.
Easy to use CRM of the present times not only track your deals through the sales pipeline, but it also leverages machine learning and other related technologies like Big Data and more to deliver pertinent and detailed information about the prospects and customers, help to automate a large number of processes which were previously done manually, and thereby streamline communication with the prospects and customers across all channels for boosting the bottom-line of your company.
Although new marketing hypes from some of the big CRM players along with outdated beliefs will fuel the CRM machine even in the future days to come, nevertheless by debunking these five myths we hope to save the would-be users of CRM software solution from their dilemma in investing on an easy to use CRM solution, which in the light of stark reality indeed helps to improve user and customer experience and is one of the best tools that fits any business needs when used it to its fullest capacity for rapid business growth.