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 dissatisfaction seriously. Relying on individual resourcefulness isn’t always a good thing. Ensure there is a structure for ongoing user training and responsive support, helping equip teams with the right skills and understanding to use and update systems effectively.
Align your customer needs to your CRM, not just the sales team
If your CRM processes and tech aren’t up to date with the latest market and customer requirements, it’s not surprising that employees struggle to use the solution in the way it was designed. As your staff are both time-pressed and resourceful, they’ll likely find ways around the system, 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 analysis.
The CRM system’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 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 staff.
This scenario is no reflection on the original solution. It’s a factor of a fast-changing market. Organisations need to move with the times constantly, in a digitally enabled world. Keep a step ahead of the changing needs of customers and the users who deal with them every day, by reviewing and updating system capabilities periodically. Evolve continually to meet current and foreseeable business needs and update 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.
If you need to get your Dynamics solution back on track, come to Xpedition’s free business briefing in London. Neglecting Dynamics for too long will stunt your growth, so why not join us at Microsoft Dynamics Reimagined where we’ll signpost an accessible road to recovery and renew performance benefit from your existing investment.