For some businesses, it's something of a last thought. However, for those that really want to go the extra mile for their customers, investing in a solid customer relationship management platform is absolutely essential.
Of course, these platforms are by no means cheap. They are riddled with features and to make matters more complicated, there are countless providers out there.
Regardless of whether you have taken the plunge to get one of these platforms yet or not, today's guide is about the common mistakes that businesses make in relation to them. Let's now get down to business and study the biggest four.
Mistake #1 - You don't think about the people using the CRM solution
On first look, the CRM solution you are considering looks perfect for your business. However, what about the people who are going to be using this on a day-to-day basis?
One of the principle mistakes that businesses make in relation to their choice of CRM platform is that they don't think about end users. They don't think how it is going to benefit the people who work in the company and handle all of the problems that current systems might bring. Let's not forget that a CRM is designed to improve an organization, so you need to consider just what you are actually trying to improve.
For example, if your business manages client investments, it goes without saying that you probably need something a lot different to the standard "out of the box" solution. In these cases, something like Exari contract management will suffice. In other words, you might need a specialist system depending on the industry you are based in.
Mistake #2 - Choosing a CRM solution based on your current situation
This next mistake is all about planning. When choosing your CRM, one of the worst things you can do is just select it based on your current circumstances. Let's not forget there is a lot of legwork in setting up one of these systems, mainly due to the amount of training that employees need to receive.
If you don't think that the CRM you are considering is going to scale with your business, it's a monumental waste of time as you'll have to repeat the whole process later down the line.
Mistake #3 - Using a CRM solution that doesn't integrate with your other systems
Studies have found that those companies who don't integrate their CRM solution with other systems in their organization are potentially missing out on over 9% more revenue. Sure, it might cost a little more in the early stages to integrate all systems, but when you think about the potential gains on offer the decision should hopefully be made for you.
Mistake #4 - It's just too complicated
Finally, after investing in your CRM solution, try and simplify it by any means possible. These systems can be complex, and businesses should be again thinking about the end user when they release them. Chances are, you don’t require all of the fields that the system allows you to use. Make it as user friendly as possible, or those who are using the system will slowly give up and it won’t provide anywhere near the returns it is capable of.
