A customer relationship management (CRM) program is potentially the most formidable tool in any company’s sales arsenal. The onus for realizing that potential rests squarely on the shoulders of the organization’s leadership. Among the common problems that they encounter are:
- Insufficient and/or outdated user training
- Limited internal implementation
- Deficient data management
- Inadequate social integration
Such shortcomings are symptomatic of an enthusiastic but ill-disciplined rollout and usually accompanied by employee pushback. Fortunately, this can be reversed with the right intervention.
Know the System
Your IT and sales teams understand CRM better than you but they do not have the advantage of a leader’s perspective. Your understanding of the capabilities and limitations of the system, combined with your familiarity with the company’s current and future plans, is the key to effective CRM deployment.
Train Everyone
CRM may be a sales-inclined system but it is not sales-specific. The information it contains can help departments like customer support in their efforts to connect with clients and address client needs quickly and accurately. Timely access to critical information builds the bridge between your employees and your customers.
Keep Training Everyone
All employees who are slated to use the CRM system should receive a basic introduction to its use. Complement this with additional training for individuals who are tech savvy or enthusiastic adopters. Use them as in-house trainers to continually upgrade the relevant skills of the entire team.
Maintain Data Integrity
One of the most reliable and universally applicable acronyms in database management is “GIGO.” It stands for “garbage in, garbage out” in reference to the information contained within a system. Use data rules (dates in specific formats, etc.) to ensure consistency of information. Logical data entry processes, such as the sequence in which information is entered, simplifies usage for everyone. Let your internal data specialist(s) work with the CRM provider for the most effective solutions.
Go Mobile
If you have employees dealing with data in the field, it is essential to have a cloud-based or mobile version of the CRM system. It will give them access to the latest information when they need it and the ability to input data directly when they have to.
The familiar is reassuring and the implementation of a new CRM system is bound to meet some resistance from employees. These five tactics enable you to counter that resistance by demonstrating how the new system will have a positive impact on your team’s work and its workload.
Are you looking for more suggestions on how to use technology effectively in your organization? Contact me today.
