Know the 10 main errors in the implementation of a CRM system – WAU
To point out CRM errors, it is necessary to first remember its strategic value for the business. What is at risk with a poor implementation of the tool? According to The State of Sales survey conducted by LinkedIn in 2016, 64.2% of companies classify CRM as impacting or very impacting on the results of […]
To point out CRM errors, it is necessary to first remember its strategic value for the business. What is at risk with a poor implementation of the tool?
According to The State of Sales survey conducted by LinkedIn in 2016, 64.2% of companies rate CRM as impacting or very impacting on their business results.
The Sales screen study points out that 66% of the benefits of a CRM are not enjoyed by companies that use it incorrectly, and also, that high performance teams access the system at least 3 times more.
Do these numbers already draw a good line of thought about their importance? There is so much more!
In addition to all this, CRM is an essential tool to offer:
- the best support in the customer engagement journey, from capturing to transforming yourself into a brand advocate;
- personalization of service and shopping experiences;
- integrated monitoring of all points of contact with the customer, among others.
That is, a well-implemented CRM system can produce significantly better results for the business.
And why do some companies still fail in this process? One of the most relevant hypotheses, without a doubt, is the lack of planning.
Even businesses that have been using CRM for a long time may be failing to optimize its use. So, how about reviewing your operation and making sure your business isn’t on these dramatic statistics? We have listed 10 fatal errors and their corrections.
1. Lack of definition of KPIs
One of the strategic functions of CRM systems is to optimize business management. With processes and objectives previously registered in its base, salespeople and representatives can act in a more dynamic way, without depending on authorizations from their superiors.
The logic is simple, but it also demonstrates the importance of choosing and properly recording performance indicators (KPI) in the CRM system.
When this does not happen efficiently, sales efforts are dispersed in several directions, preventing the company from following a line of evolution.
How to solve this problem?
In addition to defining short-term goals and objectives, the choice of KPIs must also follow a logical line. In this sense, the S.M.A.R.T method proposed by George T. Doran can help:
- Specific or specific, showing that it must be easily defined;
- Measurable or quantifiable, which determines that it is feasible to measure it;
- Attainable or achievable, that is not impossible to achieve;
- Realistic or real, based on data and not on theories and personal considerations;
- Time-related, which means it can be measured at a given time.
The best CRM systems provide a multitude of reports and indicators, so, with intermediate objectives and well-defined KPIs, the sales force will act in the direction of what was planned.
2. Choose a CRM that is not user friendly
The objective of CRM is to make the optimized management of the relationship with the customer, but for this to happen in the best way, the tool must be friendly to its users, that is, the sales team and other sectors involved.
Many systems, however, are not focused on the customer experience, with complicated procedures that, instead of making the process more efficient, end up stealing precious minutes from the sale.
How to proceed?
The choice of CRM should consider its potential, the solutions it offers, the amount to be paid and also its ease of use.
In addition to evaluating more than one solution, creating an internal and multisectoral team to evaluate the tools and processes of CRMs in purchase analysis can also help you make the right choice.
3. Decentralization of customer data
Vending is just the tip of the iceberg when we talk about the importance of integrating sectors involved in the customer’s buying journey.
There are still relationships with the logistics, inventory, purchasing and various channels of interaction and sales, such as e-commerce and Customer Service (SAC).
A CRM allows the creation of a customer service flow and record of the history of all relationships and interventions carried out. That workflow, along with other business data, help in the formation of the company’s Big Data.
Not integrating these sectors, therefore, is to considerably compromise the quality of care, generate failures, increase bureaucracy in the process and prevent data from being strategically confronted and analyzed.
How to deal with this failure?
Using a CRM solution that connects as many sectors as possible is very important for joint action towards customer satisfaction. In addition, having the option of integrating with other systems and solutions is paramount.
In the list of such integrations we can include ERP systems and marketing automation solutions, for example.
4. Use of outdated, incomplete or “polluted” data
Customer management systems have several fields to fill, some automated, others manual input.
Some of them are essential for the generation of certain reports, but they are not properly extracted from other fields or are not filled, leaving the database incomplete for the transformation of your data into strategy.
Migrating from one CRM to another can also cause errors and inconsistencies.
How to deal with these mishaps?
The ideal is to choose a CRM solution that is scalable, that is, that follows the evolution of the company and does not need to be migrated to another with greater strategic and processing potential.
Such systems usually receive frequent updates and improvements, ensuring that the treatment of your data is increasingly efficient.
In addition, team awareness and training on the importance of complete data completion is also essential.
5. Lack of integration with social networks
Social networks are essential for any type of business today, whether B2B or B2C. In fact, that’s what 62% of the companies interviewed at Social Media Trends 2018 claim.
In addition to visibility, interaction with the public is pointed out as one of the reasons for investing in them, according to 64.8% of respondents in the same survey.
However, many CRM systems still do not integrate social networks properly, failing to collect important data about their behaviors and excluding this important channel of interaction.
What improvements can be made?
In addition to opting for a more modern CRM, it is very important to see social networks in addition to capturing information and monitoring customers.
It is essential to make strategic interactions, understand the needs pointed out by your customers and actively create engagement actions with your audience.
6. Little training of the sales and marketing team
Going back to the introduction, the result of the Sales Screen survey is really scary: 66% of the benefits of a CRM may not be experienced in business, and it is possible to say that this is related to the lack of training of the sales team.
The first versions of CRM faced resistance from salespeople, who believed that the way to relate to the customer would be lost and also that the system would only serve to monitor their sales.
However, with the right incentives and the evolution of solutions, the awareness that they could automate some bureaucratic processes and generate a strategic database was changing the behavior.
This process, however, still needs to be accelerated considerably because many CRM solutions need to know their variables and commands to generate better results.
How to solve the low use of solutions?
Although there are trainings, they need to be optimized and intensified, including reinforcing the importance of the relationship between marketing and sales.
The concept of vendarketing unites sales and marketing, bringing many benefits in mapping the profile and history of customers – and, consequently, improving the personalization of the relationship.
For this to be better assimilated, some training solutions can be incorporated:
- Distance Learning (EAD), in which sales professionals can fulfill complete training schedules, as well as conduct assessments that determine how much they have absorbed knowledge.
- Knowledge pills, which can be sent through videos demonstrating good practices in using CRM.
- Exchanges between sales and marketing professionals to strengthen the relationship and partnership.
It is necessary, first of all, to make a diagnosis of training and development needs, after all, CRM is not only a tool, but also a management concept.
Therefore, there may be deficiencies both from a technical point of view as well as an understanding of how to apply its philosophy in the relationship with the customer.
7. Not considering mobility is also a CRM mistake
Outside sales teams need commercial support with the same quality as the inside sales team – salespeople who operate remotely from the company’s headquarters. However, the chosen CRM can often only be used on office desktops.
This prevents the same quality of follow-up from being offered and until the chances of sales decreaseafter all, part of the external salesperson’s workload is directed to internal processes.
What solution to give to the issue of mobility?
CRMs stored in the cloud allow access from anywhere with an internet connection, ensuring that even the team visiting customers has access to information for a personalized negotiation.
8. Believe that all success will come through software
Customer relationship management software is a tool to be used to improve sales results, but by itself, it does not guarantee that they will be carried out.
Many companies, however, cast their processes and sales force in the stages of CRM and forget that, above all, the creation of a relationship needs the human contact, presence and actions of the business representative.
How to proceed?
In other words, it is not feasible to invest in a CRM and abandon other commercial strategies, from positioning, pricing to marketing actions.
When choosing a CRM, it is important evaluate your automation solutions that will allow salespeople to be more dedicated to customer relationships than meeting the needs of the system.
9. Do not standardize the use of CRM
Once deployed, several users and sectors will begin to insert data into customer histories. However, without a manual and defined nomenclatures, registration errors may occur.
If the salesperson registers his new customer by his fancy name and the financial officer looks for the company name, there may be a conflict or even duplication of records, for example.
What is the solution?
Standardizing own processes and records, following the suggestion of the CRM developer or the most used in the market can be paths of success, but it is essential that all users are aware of the correct standard.
In addition, using auxiliary communication channels also ensures that sectors are always in tune with the progress of processes.
10. Increase business goals too much due to overconfidence in the tool
It is natural that the confidence in the system and the expectation of the results that it can bring, encourage its managers. However, increasing the goals and objectives of the business too much as a result can cause its gears to collapse.
A business has different variables for the success of its sales, and that should guide the definition of goals and business plans.
What is the solution?
When defining the goals after the inclusion of the CRM system, making preliminary assessments, comparing changes and improvements in processes and results, and only then, considering their potentialities may be the most correct thing to do.
It goes without saying that CRM errors can be fatal, because, in addition to demanding a financial commitment for your hiring, it is also employed in the most sensitive and important part of the business: your customers.
In other words, any failure or worsening in the quality of the relationship can make the entire effort to attract, convert and maintain the customer in vain.
In addition, it is important to emphasize that it is not strategic to trust 100% of the success of customer management in the system, after all, retention and satisfaction involve much more than reporting data and numbers, Is not it?
Do you want to know other means and strategies that contribute to the loyalty of your customers? Read our guide on Customer Success and its importance for customer relationships.