Implementing a new CRM system can be exciting, but if you don’t choose or implement your new solution well, it’s going to be a very expensive investment that goes to waste. Choosing the wrong system or making a mistake in how it is deployed could leave you worse off than before.
Getting a new CRM up and running can be tricky, but the more you know ahead of time about common launch mistakes, the better you can avoid them and enjoy a successful CRM implementation. Let’s take a look at some of the most common mistakes companies make when choosing and launching a CRM system.
Easy Fixes for Five Common CRM Mistakes
- Choosing a system without involving the end users: Many companies task IT or sales teams with selecting a CRM system. But there are other people in the company who will rely on the CRM system. This includes customer service, marketing, and perhaps a separate call center. Invite representatives from each end-user department to review the spec documents for the CRM project, and involve them in the vendor selection process. The more you can involve everyone who will eventually use the system in the choice of the system, the more invested they will feel in its success, and the more likely it is they will be enthusiastic about the system.
- Choosing a system that isn’t mobile-friendly: The sales team is constantly on the move, visiting clients, traveling to meetings, and working remotely. As businesses slowly reopen offices after the COVID-19 crisis, other team members may also continue to work remotely. As a result, your employees need a CRM system that is mobile-optimized and can work in a wide range of situations. Choose a CRM system with a mobile, cloud-based approach to ensure maximum flexibility and ease of use. You’ll see a higher compliance and use rate with systems that are easily accessed through the internet from a variety of devices including tablets, laptops, and smartphones.
- Choosing systems that aren’t scalable: Avoid choosing a system based only on current requirements without considering future needs. Although it may seem unlikely business will double or triple in the next year, it could; if it does, will your system scale accordingly? Additionally, will you want to add other software to maximize efficiency? Flexible, modular, cloud-based systems can scale to your business needs. Software from reliable, reputable companies is also built to work with other products in the Sage and Acumatica families so you can add functionality as needed.
- Forgetting about social media: Social media is an important business communication tool, and essential for customer service. CRM systems must interact with major social media sites in order to reach the maximum number of customers. Ensure yours can handle all the channels your company uses routinely to update customers and market its products.
- Inconsistent nomenclature: Before launching your CRM system, sit down with all the end users and decide upon important terminology. Account classification, customer types, and other data fields must be named consistently, and all users must share an understanding of the definition for each type. This will help avoid the need to clean the database before reports can be run with any assurance of accuracy, and makes it easier to integrate the data with other systems. Create a data dictionary that defines all business terms used in your CRM system. This data dictionary will then guide users as they input information into the system.
Avoiding CRM Mistakes
All these mistakes are preventable with a little forethought and action. First, make sure every department who will interact with the CRM system has a place at the table during vendor and software selection. This ensures buy-in and that the new system will meet their needs.
Next, choose a mobile, responsive, cloud-based system. This solves the problem of access for your sales team as well as scalability. Discover ahead of time whether or not the system can interact with social media channels and if so, which ones, and how they work together.
Lastly, build a data dictionary that defines key terms such as account or customer status, flag notes, and other data fields. Train your teams on how to use the system and insist upon proper data entry from the start. Over time, such insistence builds a process into the existing infrastructure that then becomes second nature to all users.
A CRM system is a valuable business software tool that can help you maintain close communications with your customers and improve relationships, customer retention, and sales. With these tips, you’re sure to build a solid infrastructure to support successful CRM implementation.
Find Your New CRM With ASI
Still not sure where to start with a new CRM? The experts at Accounting Systems, Inc. have years of experience with popular CRM providers such as Acumatica and Sage 100cloud that will help you manage customer accounts, including leads, contacts, and sales opportunities. These solutions offer easy, instant access to your systems from anywhere on any device, and are accessible to all types of users.
Still not sure where to start? Our experts are available to meet with you virtually or in person to discuss the best options for your needs. Schedule a free consultation now.