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Getting the Most Out of Your CRM
Getting the Most Out of Your CRM

Getting the Most Out of Your CRM

Only 26 percent of businesses are unsatisfied with their CRM after implementation.  Some companies face challenges with integration, customization. Dissatisfaction may come from selecting the wrong solution, vendor or trying to drive value with an outdated legacy tool. Dissatisfaction is driven by end users or incorrect attitudes.

Is it Your CRM?

 Your Customer Relations Management System is only as effective as the data your employees put in. Inconsistent or incorrect data entry processes can lead to a database that is not valuable for sales, marketing, and training or reporting.  The source of the dissatisfaction could be the CRM tool or cause by end users. Here are some practices that will help you to avoid dissatisfaction from CRM tool caused by your users or internal operations.

Designation of a CRM Administrator

Designated CRM administrators have a crucial role in a company. In smaller businesses a CRM administrator may have this role in addition to other responsibilities. Responsibilities of the administrator should be managing the platform to set effective user roles, internal training and hold departments accountable for CRM best practices.

Principals of Data Entry to CRM

A Customer Relations System will reflect the quality and intelligence of data input. Establishing rules for CRM data entry standards is among the most important activities a business can take. Data entry standards should address correct formatting of the following:

Names, URLs, Titles, Industry Segment, email addresses, contact information, addresses.

Many Customer Relations Management Systems have built-in tools – workflows that prevent users from entering incorrectly formatted data such as "HR Director" when rules dictate "Human Resources Director" as the correct title. Set of standards, quality tools should be established.

CRM Training

Companies fail to emphasize the "why" in their software training programs. Your users are intelligent, and simply focusing on the "how" of using the CRM might not provide the adoption rates required for CRM satisfaction. Ensure your sales team and Customer Service Representatives understand what is in it for them, and why you're trying to drive uniform rules in CRM.


Management Isn't Using Reports

CRM has advanced reporting and business analytical tools that have become standard feature of CRM tools. If your sales management teams aren't evaluating sales reports on a daily and weekly basis, you could be suffering from sentiment issues that begin at the top. Your management must be among the most dedicated promoters of your CRM solution, and it must lead the quality initiative through regular review of reporting. While your dedicated admin can play a critical role in evaluating input quality and usage, management must also commit.

 You're Not Committed

The key to realizing value from any technology investment isn't especially glamorous: it's to consistently use the application on a regular basis, to designate leadership as CRM champions and to dedicate rewards for internal power-users of the software. Every leader at your organization must be committed to CRM quality through repetitive, consistent use.

 You're Not Using Efficiency Tools

The vast majority of CRM solutions offer efficiency tools, including easy mobile entry, automated lead scoring, social listening and other remarkable capabilities. If your adoption of efficiency is poor, your sales force could be rebelling against the CRM since it's unnecessarily challenging to use.


Companies that commit to standardized use of their CRM on a regular basis can realize remarkable benefits. If you're navigating a culture of dissatisfaction with your existing solution, it's certainly worth evaluating whether your solution or your users are the source of the dissatisfaction.

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