Customer relationship management platforms help companies not only focus on and provide high-quality service to the people or businesses that buy their products, but also enhance inter-departmental connectivity and make operational data more visible. Businesses with a successful CRM implementation can more effectively organize their resources and realize better outcomes. So what stops organizations from using CRM, if the system is so beneficial and useful?
Here’s a look at some of the common reasons why companies fall behind when it comes to a CRM implementation, as well as what can be done to adjust the associated misconceptions or otherwise address the problem:
Poor experiences in the past
Businesses that have had a less-than-positive experience in the past with a CRM implementation are less likely than others to decide on a new system and be engaged in the implementation process. While there can be some technical issues with CRM, many problems related to less-than-optimal installations involve inexperienced or low-quality CRM partners. Another area that can lead to a negative opinion of a CRM implementation and poor adoption is a lack of technical understanding and education. Companies that have gone through these bad experiences need to understand the value of a fully realized CRM system and start looking for ways to improve their current situations.
One of the most crucial aspects of this process is finding the right CRM partner. A partner with knowledge of a variety of industries and with different types of CRM systems can better meet the needs of their clients. Experience also plays a major role in terms of optimizing a CRM system. With previous implementations and a knowledge of the specific market in mind, a partner can provide useful suggestions to add specific modules and other functionality that can improve return on investment. Businesses need to vet their potential partners and ask about their past experiences in a specific field, as well as ask for references or other examples of happy customers.
A new business that doesn’t truly understand the value
Growing companies that have a business structure built around clients will reach a point when CRM becomes a more efficient choice as compared to current methods of operation. In many cases, expanding organizations will also reach a point when CRM becomes not only a beneficial tool, but a necessity for managing the flow of information due to the scale of a company. Depending on the structure of a company and the past experiences of its employees, there may be a lack of understanding when it comes to CRM. This issue can be exacerbated when proposals to implement a CRM system suffer from the flawed thinking that such a platform isn’t necessary because a business is getting by without it.
The concept of “getting by” has to be considered by developing organizations. While it’s often true that current processes are enough to sustain current activities, the long view has to be taken. A business that doesn’t have the structures in place to develop and grow will have trouble expanding, whether that means increasing in physical size or adding more clients. CRM provides the tools, workflows and pathways to increase collaboration and engage clients, advantages that help businesses not only become more successful but scale their operations as well.
New software, when installed by a trusted CRM partner, can make a major difference for developing businesses. Developing a complete understanding of the benefits of this software is crucial for newer companies.