The market doesn’t stand still, so your CRM system has to keep up.
What happens when employees lose patience with the systems they work with every day? Minor frustrations with apps are one thing. But when there’s a loss of faith in a CRM system that underpins business performance and customer loyalty, it’s important for employers to take this dissatisfaction seriously. Relying on individual resourcefulness isn’t a strategy. You need to ensure there is a comprehensive structure for ongoing user training and responsive support, helping equip teams with the necessary skills and understanding to use and update your CRM systems effectively.
Align your customer needs to your CRM, not just the sales team.
If your CRM processes and technology aren’t up-to-date with the latest market and customer requirements, it’s not surprising that employees struggle to use the solution the way it was designed to be used. So, as your staff are both time-pressed and resourceful, chances are, they’ll likely find ways to work around the CRM if it’s not working effectively for them.
Those individual Excel spreadsheets of customer performance that seemed to have been eradicated… suddenly they’re springing up again. Customer records aren’t being updated consistently and regularly.
The data that underlies performance, insight and predictive reporting is suddenly compromised. Management can’t see the big picture any more. There’s no longer an agreed single view of customer and sales attainments. Decision makers question the validity of the data that informs the analysis.
Ultimately, the CRM’s reputation is being tarnished. More employees latch onto this and start following the workaround trends and CRM anarchy descends.
Bad CRM. Bad Data.
It’s a problem on every level if staff stop complying with process and policy. Data and system security might be compromised which is bad enough with GDPR regulations looming. But a more far-reaching problem is the significant impact on sales and marketing.
Without trusted, complete data and consistent use of processes and tools, decision-makers lose touch with market trends and opportunities. Products and services become misaligned with demand. Without behavioural and performance insight, there’s no clear way to rectify the problem.
User dissatisfaction is an early warning system.
Without a relationship management solution, business growth is seriously stunted. With a discredited and misused solution, organisations waste time and money on an investment that has stopped delivering its potential, as well as causing frustration and extra work for your staff.
This scenario is no reflection on the original solution. It’s a factor of a fast-changing market.
Organisations need to move smartly and consistently in this digitally focused world. The need to stay one step ahead of the changing needs of customers and the users who deal with them every day is vital if your company is to thrive. By reviewing and updating system capabilities periodically, you can continually evolve to meet both current and future business needs in a cost-effective and manageable way.
Getting CRM back on track.
Business and CRM leaders must keep a constant watch on user satisfaction with your CRM solution, as it’s only ever as good as the data and information that they feed in and take out. To stay ahead of the competition and anticipate customer preferences and priorities, organisations must continue to match evolving processes to market realities supported by the latest tools and capabilities.
Neglect essential Dynamics upgrades and optimisation for too long and you are at risk of stunting your growth, demotivating your staff and losing your valued customers and clients to your competitors. To learn more about Xpedition’s expert consultancy services that will get your Dynamics solution back on track, contact us today.
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