Does your organization have a CRM system that feels more like a hindrance than a help? Has it turned into an expensive tool that nobody uses? Don’t worry, you’re not alone. Many companies face the same issue: their CRM system fails to meet the expectations set for it.
Often, companies find themselves saddled with expensive system configurations that, eventually, are barely used. The reasons for this can range widely. Perhaps the user experience is poor, the usage is too limited, or the practical benefits in everyday work are negligible. However, there is a solution to this problem. It involves paying attention to the system users and setting up the system from the perspective of the customer journey.
In system development, there’s often too much time spent on technical features of the system and the internal processes of the organization. The most important factor, the human, is forgotten.
Don’t let your CRM system gather dust and become an unused resource.
How much better service can we offer to customers when we can view them from one system with a 360-degree perspective?
Here are five tips to help you transform your CRM system from a dreaded chore to an indispensable assistant:
1. Approach the customer journey as a whole
Don’t just think of a CRM system merely as a tool for winning new customers or closing deals. Understand every stage of the customer journey and ensure that the system also supports the development of existing customer relationships.
The touchpoints along the customer journey must be centralized in one place, which is achievable by digitizing the customer journey into a CRM system.
2. Improve the user experience
One of the most common reasons why CRM systems sometimes see little use is a poor user experience. The usability of these systems is often lacking, and all too frequently, end users feel that the systems do not help them do their jobs better.
By focusing on user-friendliness and ease of use, you can harness the system to support your work. Train your staff and provide them with ongoing support. Also, listen to user feedback and make the necessary changes to improve the user experience. Ask your sales team which aspects of the system are most crucial and focus on developing those areas.
3. Integrate the system into everyday work
The CRM system shouldn’t be some standalone tool that’s only touched now and then. It needs to be woven into the daily grind, part of how people work and process things. Provide users with clear instructions and tips on how to leverage the system effectively in various scenarios.
The single most important change is the emphasis on CRM as a tool for sales and forecasting. Naturally, changing the operating model, eliminating unnecessary stuff, and implementing better reporting practices also help move things forward.
This is how the system can be leveraged to generate data that boosts sales and makes customer engagement more systematic. If necessary, rely on the support of an external partner to help implement these changes effectively.
4. Provide valuable information and analytics
The data extracted from a CRM system is as valuable as gold when utilized correctly. The system is useless if it doesn’t contain enough relevant and up-to-date information. Organizations need an easy and quick way to maintain information in the CRM system.
So, make sure that the system provides its users with relevant information that helps them make better decisions and optimize their sales processes.
Just gather the essential information and leave out the extra “nice-to-know” clutter. This way, you won’t need to waste precious time updating information. Create clear reports and use analytics to maximize the system’s strengths.
5. Inspire and engage the whole team in using the system
For effective customer engagement, it’s crucial to foster a culture where using the system is seen as beneficial and even essential to daily routines.
Inspire and engage your team in using the system by offering them practical benefits and demonstrating how it can concretely ease their work and yield better results. Leaders must also set an example. They need to actively use the CRM system in their own work and practically show its benefits.
CRM system is a tool of many possibilities
Don’t let your CRM system gather dust and become an underutilized resource. Turn your focus to the customer journey and all its touchpoints, as well as to the system’s users.
By enhancing the user experience, integrating the system into daily operations, providing valuable data, and inspiring the team to use the system, you can achieve significant measurable results through its implementation.
Ultimately, a CRM system is a tool of possibilities that can tune your entire organization for better performance. It’s no longer just a drudgery; it’s an essential part of your success story.
Want to know more? Get in touch with us, and together we can explore how you can harness technology as a powerhouse for results.