CRM is a complicated software that is essential in today's sales world but has a high chance of failure due to misconceptions and lack of understanding regarding it. To better understand the problems that one faces with CRM software, we should explore the misconceptions attached to it. These misconceptions play a major role in the disappointing performance of the software resulting in failure.
Let's discuss below the problems leading to misconceptions held by business owners regarding CRM.
Technological focus
It is a big misconception that technology is the main focus of the program. Although the software stores, analyses and makes everything function through its program, it is fruitless without the proper understanding of its functionality by the people operating it. The software cannot be completely relied upon because of its automation and thus some manual supervision is necessary.
Small span of training
Often companies using CRM end up focusing on the training part only in the initial period. CRM training is a continual process and should be focused on throughout its use. Any upgrade or change might require a bit of additional training and thus a thorough training should be encouraged by every organization using CRM.
One size fits all attitude
Most organizations believe that CRM can fit into their organization just fine like a one size fits all software. But this isn't true. CRM needs customization as per every new company. One needs to hire the right vendor for having a rightly customized CRM software installed in your company.
Undue attention to customer service
CRM was initially dealing only with customer relationships. For quite some time now that CRM handles more than just client relationships. CRM is instrumental in maintaining all the aspects of sales and marketing today.
Expectation of automatic sales acceleration
CRM is not a magic box. It needs supervision while it works its wonders which are very manual in nature. The expectation of effortless and automatic sales via CRM is greatly hurting its reputation and capacity.
Self building is cost effective
It is another misconception attached to CRM that building this software yourself can reduce the cost effectively. This is not true. Although the price may go down slightly, the quality of the software may go down enormously in such a situation. Choosing a reliable vendor is a better option when it comes to getting the software home.
Insufficient returns
Expectation of returns of the kind of jobs that CRM is not designed to do can make you feel like you are not getting the returns on your investment. Proper research on the tasks which CRM can perform and better alternatives for the tasks that it can't perform can save you the trouble. Lack of proper decision making and planning is also a reason behind the misconception that CRM gives little to no return on investment.
Understanding that the above points are just misconceptions and the right approach towards working with CRM is to irradicate these beliefs and start afresh along with the newfound knowledge about the software can reap excellent results in its use.
Nothing is devoid of hard work when the goal is to achieve success. Technology shouldn't be excluded from this fact either. If handled with the right intuition and growth mindset, CRM can be one of the most beneficial aspects that you introduced to your business.
