From bettering CRM adoption to keeping with the newly found GDRP norms, in this article let us discuss the challenges that are most commonly asked by new adopters of Customer Relationship Management tool, and share out advice on how easy to use CRM users can overcome these CRM stumbling blocks which are answered below.
#1. “Our staffs are not using the CRM enough/at all. How can we improve CRM adoption among our employees?”
Most companies invest resources and time in internal communication- for the launch and for the primary critical months after the launch of the CRM software- to whip up support, clearly converse about the priorities and goals and drive behavior among the employees.
Now, like many other things in our life, the thin line between finding success and failure could be just one person or a small group that realizes the value of an easy to use CRM solution. They understand the issues that the CRM software is addressing, dedicate energy and time to make the software work for them and thereby help to drive in adoption for their other colleagues in the team.
Therefore, find out these champions in your organization and help them get quick wins. Then relate the impact of these changes to a bigger group while clearly explaining the business outcomes/benefits (like in terms of improved customer satisfaction, increased revenue, reduced operational cost, less re-keying of data by integrating the software with back office systems, improved visibility of key KPI/Metrics) to your employees.
Now, once others start seeing the success, they will be more inclined to follow suit and start embracing the new easy to use CRM software tool.
Hence the ultimate key to successful CRM adoption is to provide your teams a reason to use the CRM software, not because you are telling them they have to.
But view this issue from their perspective:
– What is the value of this new software application?
– How is CRM software helping others to get their jobs done more fast and efficiently?
In other words, put yourself in the shoes of the users of your new CRM software; look at it from the “What is in it for me?” point of view.
#2. “We are gathering lots of information in the CRM database, but we are unaware what we should do with it.”
It is no brainer that data is not of much use on its own. Since, to find value from it you need to decide what kind of information you are seeking from the data, and then you can start to analyze the information more effectively, to gain meaningful insights and ultimately build better decisions or effective actions out of it.
– Uncover prospective business growth from your customers
Make sure that your best small business CRM software (if you are a startup) can recognize the customers who purchase frequently, or for that matter, customers who buy laser printers, but not refilling cartridges, which can be an important source of information.
– Detect hitherto uncovered problems
Are you receiving a lot of support-related phone calls, or are you customers complaining about a specific offering, supplier, delivery firm, or sales rep? By tracking these problems and thereafter linking them with their respective source of origins and furthermore categorizing them appropriately you can easily dig out issues that might be hidden inside your CRM database.
Now, once you have found the problems, you can respond to the root causes of these issues and address them swiftly.
– Find out star performers (and laggards) in your company
Create some benchmarks to measure performance. For example, if the average conversion rate for your business is 7 in 10 deals do you have some reps converting 9 in 10 deals or 5 in 10 deals? Or even from the customer service perspective, do some of your agents deals with 20 issues in a day and some 35?
Now ask yourself these questions:
• Why some of your staffs are under-performing?
• What can be improved for your under-performing employees?
• Do your under-performing employees need more training/help/changing?
• Can you learn anything from your star performers and share those best practices with the rest of your team?
However, you must also remember that lower work rate might not really be a bad thing if that support agent has higher customer feedback or Net Promoter Score (NPS) than the rest of the team!
#3. “Every minute our sales reps are not actually selling that equals lost revenue- and they are wasting a lot of their time feeding data into the CRM system. What can we do?”
Primarily, make it easy for your employees to enter information in the CRM database by:
– Synchronizing data from other sources. For example, you can synchronize your accounting software QuickBooks with your CRM using a QuickBooks CRM software so that your employees do not need to key in their information twice.
– Provide simple views in your easy to use CRM software where all the important information can be entered on a single screen, without having to switch from one screen to another. Remember simplicity is the key over here. Therefore, work with your sales, marketing, support teams (and even accounts if you are using a QuickBooks CRM like ConvergeHub) and comprehend what information you require and how best you can display those fields on the CRM screen for inputting those data.
– Make sure that you have an automated process underlying your easy to use CRM software platform so that information can be automatically populated.
– Ensure that collection of information/data is in the path of the day’s job for your employees- and definitely not an admin burden at the end of the day.
(Can they enter the data they require easily and quickly using mobile CRM facility when they are on the road and are leaving from a meeting?)
Secondarily, instruct your employees to enter just the data that you require and, check the data your teams are inputting is actually being utilized for reporting and whether it is useful. In case it is not, consider deleting those redundant data collection fields.
In other words, only collect the pertinent information about what is going to help you and your team managers get insight and take data-driven decisions from those datasets at the end of the day.
#4. “We have spent a lot of money on the CRM but we are yet unsure if we are actually finding any ROI from it. What should we be measuring to test its success for our company?”
Did you have a clear idea of where you were heading for before beginning your CRM project? A most common problem is that easy to use CRM software is mostly implanted based on current work practices (i.e. implementing what you already do without challenging the existing status quo).
Therefore, we would always suggest that you must sit down for a session with the stakeholders in your company about your business’s priorities, goals, and understand the present state and desired future state of your organization after implementation of the CRM.
Is your business trying to achieve 20% year-on-year growth or is it 110%!
Ideally, these sessions and workshops would capture the current metrics of your organization. For example, your operational cost, revenue, customer satisfaction ratio, the ease of your reporting processes, and others.
With these benchmarks in hand, you can then move ahead for regular reviews.
Focus on metrics like, increase in revenue and customer satisfaction, reduction in operation costs, and improved visibility of KPI/metrics as explained below.
Easy to use CRM software should help your organization to drive in revenue. For example, by showing your sales team a “path to the money”.
Make your team members evaluate questions such as:
– Are they aware of which accounts are most likely to spend more on your brand, or where is the white space in an account?
– Can they easily visualize all data pertaining to account/lead/opportunity on their sales pipeline, so that they can plan more visits to additional prospects and customers?
– Are they aware of the relative size of their accounts and opportunities and easily point them in the customer journey map, so that they can focus on viewing the right one?
Measure the customer health with the help of metrics like Net Promoter Score with your CRM software. Remember employees in your organization who are really happy using your CRM are more receptive to scheduling business review and discuss what more they would like to achieve with your CRM.
Therefore, instruct your sales teams to let you or their managers know when an account reaches a certain degree of “happiness” or “unhappiness levels”.
Have you started to perform more with the same or less amount of resources after implementing your easy to use CRM?
Do you run feedback surveys of your employees? If it is so, do you ask your employees whether they are more efficient in their roles because your organization invested on processes and systems that helped them do their job effectively.
The change in this score can be the right indicator that a CRM software system is delivering value.
Moreover, after implementing your CRM software if you have managed to decommission any legacy system in your company, this can also indicate that your easy to use CRM is delivering returns on your investments.
This is one of the most common pain-points in any company since this is an area that is least taken into consideration before or during the implementation of your CRM software.
Find out whether your CRM can perform “AND NOT” reporting. For an example, show you which customers have purchased product X but not bought product Y. Show you the amount of product revenue that has improved period-on-period and analyze that against changing customer profiles.
Can your CRM software find out how much time your resources are spending for gathering data for your meetings, and can your employees run these meetings from their dashboards in the CRM?
Finding all these data are good measures for evaluating a successful CRM implementation and shows how efficiently your CRM is embedded into your organizational processes.
#5. “A considerable amount of information in our CRM software’s database becomes inaccurate or out-of-date every year, which may have implications for our organization’s compliance with GDPR norms. What should we do?”
As an answer to this question, find out if your CRM software includes the concept of “Compliance” records. Compliance records are created when any personal data is updated or any information is impacted by a change, like when an account is changed from a prospect to customer or anyone renewals their contract and others.
These compliance records should include the legal grounds of processing, like a contractual obligation, the expiry date of the record, legitimate interest and others.
Per say, according to the contractual obligation, you may have marked that the data retention period is until three years after the last interaction of the customer with your organization (e.g. visit on your website, response to a marketing email, and others). Therefore, once you find that any data in the CRM database is about to expire, you should try to re-engage the customer or delete that record from your CRM database as per your judgments.
Now that you have found the answers to the most frequently asked questions after implementation of an easy to use CRM software, we would also like to affirm that we are an organization that help businesses to develop their business growth strategies, with the prime objective of elevating effectiveness and efficiency of marketing, sales and service management by leveraging the power of CRM techniques and technologies in small and medium-sized business organizations.
Therefore, if you are interested in learning more as to how we can help you in your business growth feel free to read our “Business Growth Manifesto”, which is a definitive guide on how you can use technology to fuel stellar growth in your revenue.