After being involved in CRM since 1997 as a consultant, here is my opinion on why CRM fails and how to fix it. It may not always involve upgrading and converting your CRM software .
In my opinion, here is why CRM fails:
- Upper management does not use any of its functions or offer buy-in
- Data entry is too tedious
- The reps have no incentive to update the system
- The wrong application has been chosen
When it comes to motivating reps, some of my clients draw the line saying, “If the note isn’t in the CRM; then, it didn’t happen. You don’t get paid or keep the account”. I believe that’s a little too negative via threat. My fear is they will do the minimum not to get fired, but management’s reports won’t become accurate.
I would rather design features that “self-serve” the rep. For example, I made a data entry form that creates a client-friendly report that can be e-mailed right from the rep’s tablet. Before this, the rep would take an extra hour of admin time (not selling !) to accomplish this because he had to fill out a paper form. By the time that was done, it was never documented in the CRM that the rep was showing up to take care of the account.
If you are a business owner, not getting the results you want, I recommend three things before switching apps or consultants, It’s a little different from an article from Forbes, but we have similar opinions.
- Change your current screens so it’s even easier to enter data
- Make it mobile
- Show them something self-serving once the data is entered