“Optimise” is such a buzzword these days. Sure, it sounds cool and has its appeal, but you know what’s even cooler? Getting your CRM foundations right.
Imagine this: you’ve rolled out a shiny new CRM, but things haven’t gone as planned. Adoption is poor, features aren’t being used, and you’re told this is expected – just “optimise” it.
However, before diving into optimisation, it is crucial to ensure that your CRM foundations are solid. This involves having clear processes, a robust data strategy, alignment with business objectives, a capable and scalable system, sufficient training for users, effective change management, and a commitment to continuous improvement.
By addressing these foundational issues, you’ll set the stage for successful CRM optimisation, which will lead to data-driven decision-making and improved business outcomes.
When CRM systems are implemented without well-defined sales, marketing, and customer service processes, it inevitably leads to inconsistent data entry and usage. Consequently, optimisation efforts in such scenarios are futile because the underlying processes are flawed or non-existent. The CRM will only magnify these inefficiencies, resulting in unreliable data and poor decision-making.
If the data collected in the CRM is inconsistent, incomplete, or siloed, it will hinder your business performance. Different departments might employ varying criteria for data entry, or essential data sources might not be integrated at all. Without a coherent data strategy, optimisation can’t be effective. The CRM relies heavily on data quality and consistency for insights and automation. A poor data strategy will lead to inaccurate analytics and misguided recommendations.
If the CRM system is not aligned with the your strategic goals and key performance indicators (KPIs), it becomes problematic. Often, the system might be implemented as a one-size-fits-all solution without customisation to fit specific business needs. Optimisation efforts will inevitably miss the mark if the CRM is not aligned with business aims, leading to wasted resources and missed opportunities for leveraging the CRM to drive business growth and efficiency.
Selecting a CRM system that lacks the necessary features or scalability to meet the your current and future needs can be detrimental. It might be a legacy system or one that lacks integration capabilities. Attempting to optimise a system that inherently lacks the required capabilities will only lead to superficial improvements. The core limitations of the system will prevent true optimisation, necessitating potential reimplementation or significant upgrades.
When users lack proper training and understanding of how to utilize the CRM system effectively, it leads to low adoption rates, incorrect usage, and a general reluctance to engage with the system. Optimisation is impossible when users do not understand or engage with the CRM system. Poor user adoption means that the CRM’s features and functionalities are underutilised, rendering any optimisation efforts ineffective. Training and change management are critical for ensuring that users are proficient and confident in using the CRM.
If your organisation does not adequately prepare for the cultural and procedural changes needed for successful CRM implementation, it can lead to failure. This might include failing to communicate the benefits or not involving key stakeholders in the planning process. Without effective change management, employees will resist using the CRM, adhere to old processes, and undermine the system’s potential benefits. Change management is crucial for ensuring user buy-in and smooth transitions to new ways of working.
Don’t treat CRM implementation as a one-time project, it’s an ongoing process. You need to have mechanisms for continuous feedback, updates, and improvements because optimisation is an ongoing effort. Without mechanisms for continuous improvement, CRM systems can quickly become outdated and less effective. Regular reviews and updates based on user feedback and evolving business needs are essential for sustained CRM performance.
By addressing these foundational issues, you can ensure that your CRM system is primed for effective optimisation, leading to better data-driven decision-making and improved business outcomes.
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