Before buying CRM it is important to keep in mind that it is not a simple tool. Even a rudimentary CRM is a complex system that you should, ideally, integrate with every aspect of your company. But, while a CRM system can be surprisingly powerful and utilizable, there are mistakes you can make when both buying and implementing it. So, to help you avoid some of them, we are going to cover the most common mistakes when buying CRM software.
Getting the wrong type of CRM software
The complexity and depth of CRM systems can vary drastically. You have relatively modest CRM systems that are optimized for small businesses. And you have robust CRM designed for enterprise-level companies. And you have everything in between. So, what ends up happening is that people opt for the wrong kind of CRM. By doing so they either don’t get all the utility that they need. Or, they waste tools provided by their CRM and likely go through needlessly complicated procedures when using it. In either case, the CRM in question is more of a hindrance than an aid. So, it should be your first priority to ensure that you know what your requirements are out of your CRM.
Not doing the necessary research
While we try our best to educate people on what CRM is and what it entails, most people that start looking for it are simply not informed enough. Knowing what your company needs out of the CRM is important. But, you also need to be aware of what a CRM can provide and how to best use it. You need to study your industry and see which CRM solutions are popular. And you need to educate yourself about CRM and CDP, customer management, user experience, etc… The main thing you want to avoid is to see CRM as a simple, intuitive tool that you and your company will pick up on the get-go.
Not understanding the problems you are supposed to solve with CRM
If the company management doesn’t do enough research, they can easily assume that the CRM system is a magical tool. If they rely solely on CRM providers and their promotional materials, they might grow to believe that their CRM will solve every issue they might encounter. And, while a CRM system can be quite powerful, it is at the end of the day just a tool. How well it will serve you depends on how well you utilize it. But, it also depends on what problems you expect it to solve. If the problems are based on customers data or lack thereof, your CRM will likely help you. But, if there are deeper issues within the company, your CRM won’t be much of a help.
Not consulting with your marketing/sales team
The whole point of investing in a CRM solution is to make the lives of the marketing and sales team easier. So, one of the biggest mistakes you can make is to assume that you know what they need. Far too many times do we see company managers assume that they know the ins and outs of their teams. Truth be told, there are those that are in touch with their teams and do understand what their jobs are like. But, most of the managers reading this are so out of touch that they don’t even know how out of touch they are.
So, even if you believe that you know what your team needs, try to first consult with them. Carefully outline what their needs are, and how your CRM system can help. A suitable CRM system will free up their time and allow them to tackle customer needs and requests with far greater efficiency. Add to that the increase in customer data and ease of accessing it, and you will soon see how valuable it is to have a decent CRM system operating.
Not investing in training
While you are researching various CRM systems you will likely learn much about them. Once you do settle on one, you will likely research it in detail to ensure that your investment is worthwhile. And once you feel that the system you are considering is worthwhile, you will likely invest in it. Now, the common mistake people make is to assume that the CRM system they invest in is intuitive. After all, the CRM provider will likely present their system as intuitive and easy to use. But, while this may be the case, you really want to avoid assuming that your employees will automatically know how to use it.
Again, even a simple CRM is a complicated system. So, you really want to invest in training and education regarding its use. You want your employees to know the CRM system inside out before they start using it. That way they’ll be able to make full use of your CRM and not waste precious time correcting mistakes.
Tip on avoiding mistakes when buying CRM software
What we’ve outlined so far are only the most common mistakes when buying CRM software. Apart from them, there are tons of different mistakes you can make during implementation and when interpreting CRM data. So, how are you supposed to avoid all of these pitfalls? Well, simple. Do your homework. It is highly likely that all the mistakes you can potentially make have been made before. So, do the smart thing, and read up on what to pay attention to. The more you read up on the potential issues, the more likely you are to avoid them or tackle them with relative ease. So, even if it seems redundant, don’t forget to do your research.
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