Customer relationship management (CRM) is nothing new, and the software to help isn’t particularly a brand new concept either – but there is something to be said about whether knowing how to implement that software is common practice or not. This article by Jennifer Lonoff Schiff lists ten mistakes that often occur when organizations utilize CRM and how to avoid those pitfalls yourself. The first mistake listed is not thinking about the end users when choosing a CRM solution. The end user should be involved in the process of selection – they’ll know what is most beneficial and what is most frustrating about each possible solution, and guide you to the one that suits them the best. While you might not go with exactly what they want, you’ll have a much better idea of what sort of solution they’re looking for and be able to angle your searching to match those requirements. The next mistake listed is not choosing a CRM solution that is “sales rep” friendly ““ that is, not able to be used from a mobile device:
One of “the biggest problem with CRM systems is getting sales reps to use them,” says Lawrence Coburn, CEO and cofounder of DoubleDutch, a mobile enterprise app developer. “Desktop CRM systems were designed and optimized for management in offices, rather than for sales professionals on the go. To see higher engagement, businesses should choose user-friendly mobile CRM [solutions]that integrate effectively with current systems, while facilitating real-time updates as they make phone calls, visit customer’s offices and schedule appointments.”
Other mistakes include: choosing a solution that doesn’t scale, doesn’t have any social media integration or other key systems, no defined business process, choosing a solution that has no guide (or a poorly written guide), general UI problems, reaching for too much in one CRM solution and finally not measuring for success.