Common complaints:
"I'm not getting a return on what CRM cost me" General Manager
"This CRM data is inaccurate" Sales Manager
"I spend most of the day entering data - only to be interrogated over it" Sales Rep
Common Issue:
In most companies the Sales Reps input the CRM data and the Managers look at it. There is often minimal benefit from CRM to the Sales Rep.
Challenges in implementing CRM:
1. Data quality
2. Fear of organisational interference. "I won't put this opportunity in until I've won it otherwise I'll just get bugged about it" Sales Rep
3. Balancing productivity with compliance. "The company wants me to spend all day entering data, I want to get out and see customers". Sales Rep
4. Alligning stakeholder interests.
Keys to success when using CRM:
1. Provide quality information back to the Sales Reps. As an example, take the CRM data and provide dashboards for each Sales Rep. Don't focus on where they are going wrong, use the dashboards to show them where they are going right. Drive positive behaviour. Show the Sales Reps how everybody else will use their CRM information.
2. Embed tools and applications into the CRM package
3. Treat CRM as a process not just a system
4. Ensure accountability of data quality
5. Leverage 'super-users'.
If you want to successfully use your CRM package then contact us at Allisonz to find out how.