Why CRM Fails And How to Fix It

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:

  1. Upper management does not use any of its functions or offer buy-in
  2. Data entry is too tedious
  3. The reps have no incentive to update the system
  4. 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.

  1. Change your current screens so it’s even easier to enter data
  2. Make it mobile
  3. Show them something self-serving once the data is entered
Mark Mondo

Since 1997, I helped sales professionals, business owners and customer service professionals get the most out of ACT! and WiredContact software. I started my practice by inheriting a book of clients from a friend of mine when I lived in Atlanta. Since then, I moved back to Chicago. I’ve helped many different companies, including a private equity firm and yoga temple. Yes, one client is a guru of Kriyia Yoga. Certifications: ACT! Certified Consultant, WiredContact Certified Consultant, SwiftPage Drip Marketing Consultant, Dragon NaturallySpeaking Authorized Partner.

Posted in Cloud Computing, Customer Relationship Management Systems, Sales Management, The Expert’s Corner

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