November 23, 2017
Everyone needs to be aware of the 10 CRM warning signs, so that they’re able to spot a failing CRM and do something about it.
Your CRM should be helping you to reduce costs and increase profitability by providing you with a 360-degree view of the customer lifecycle. If it’s not, or there’s a wealth of information that exists outside of it on spreadsheets or in other solutions, then you could have a problem.
The failure of a CRM system has often got little to do with the technology, but has more to do with how the solution has been maintained, more specifically whether it’s evolved with the organisation and been integrated with new technologies as they’ve been brought onboard.
If your customer data exists in spreadsheets, platforms and databases across your organisation, then you’ve not got a ‘single view of the customer’ and won’t be able to provide them with effective, personalised and relevant experiences.
Like point one, a bi-directional complete integration with your other technology platforms will enable you to make the most of your other platforms, most notably your Marketing Automation, Email, Portal, and web Content Management System technologies.
Whether it’s due to licensing limitations, training, integration failures or outdated processes, it’s time to re-look at your CRM strategy.
If people with access to your CRM are storing customer information in their own spreadsheets, (or anywhere else), then it’s failing.
If your CRM has poor workflows and lacks automation functionality, then your CRM is making you inefficient.
If your CRM users are filling only the bare minimum of fields with inaccurate information, data is really out-of-date, or your ‘Notes’ field has become the dumping ground for all manner of data-types, then it’s time to reassess what customer data would be of use to your organisation to collect and how you can do it.
If you can’t easily measure and track leads from marketing prospect through to repeat customer via dashboards and automated reports, then you can’t forecast and plan for future success.
If every user’s role within the system provides the same view, there aren’t user-definable options, or the information that’s regularly needed isn’t front-of-mind, then your CRM is causing inefficiencies and reducing your productivity.
If you’ve not got a plan to develop your CRM as part of any ‘customer-first’ organisation-wide initiative, then it’s time to reassess.
Whether it’s the invoice from five months ago, the latest email sent to a contact, or anything else customer-related is hard or impossible to find, then your CRM is at fault.
If you want more help with understanding the benefits of tuning your CRM to do more for and just what it could be capable of, do download our eBook: Evaluating your current CRM and the benefits of getting it right now.
Speak to Superfluid today to find out how we can help you to get the most out of your CRM.