Customer service excellence has always been and will always be one of the critical competitive advantages for any business. Businesses vying for a systematic and palpable way to manage this ultra-precise DNA of their system are now looking forward to CRM Solutions. The heart of an organization that gives businesses the potentiality to vigorously manage their customer relationships and effortlessly converts them into an everyday customer. As mentioned above, CRM makes it possible for any employee to immensely enhance the potential of their sales team to exceed their sales goals beyond expectations.
Unfortunately, the cloud-based CRM is still not leveraged comprehensively by teams and businesses’ alone. And to cover the major loopholes generally overlooked is a brief of seven common CRM mistakes that your team might be committing.
Let’s delve in and don’t forget the keys to fix those mistakes
1. Not integrating your CRM with marketing tools-
Companies think of CRM as software which belongs to the sales department only but by integrating CRM with marketing tools your sales team will get more qualified leads for sales team perusal. If you want to get the maximum benefits of CRM then you must integrate with Marketing Automation Platform (MAP) & other business tools.
On an Approx, 70-75% of businesses see an increase in leads while around 65-70% sees an increase in conversions. This CRM integration with marketing tool does not just provide the sales team with a source for leads but also offers valuable information about those leads thereby saving time.
2. Failure to define and track KPI’s-
Many businesses fail due to not defining and tracking KPI’s. The sales team should implement CRM in order to achieve measurable goals, not simply because it seems like the thing to do. Determine what your goals in CRM implementation are and identify KPIs for measuring your success. Ideally, you should measure different KPIs across multiple areas of concern.
You must periodically assess your progress. If you are not being satisfied with the progress, take steps to analyze why and work on the best solutions to achieve it.
3. Including redundant fields in your CRM-
While CRM systems are capable of retaining a great deal of information about individual leads, they don’t require redundant data fields. When users have to input a lot of data at once, they are less likely to utilize the CRM.
Users should only have to enter in a bare minimum of information about a lead when they first enter it into the system. More information can always be added at a later time.
4. Ignoring the power of social media integration–
Social media integration is one of the most useful tools offered by modern CRM applications. Sales representatives who fail to utilize social CRM tools are missing out on potential leads. It’s not enough just to monitor mentions of your company on social media. Sales representatives need to be actively engaging with potential customers on social media. Some platforms, such as LinkedIn, Twitter, Facebook, can be a great source for locating relevant prospects.
Approximately 72-75% of B2B buyers use social media nowadays in their purchasing decisions. Sales teams who cultivate a strong social media presence have a leg up over non-social media savvy competitors.
While giving CRM training, the sales team should be supervised on how to use social CRM tools and review best practices for social selling.
5. Lack of integrating your CRM into your larger business strategy-
Don’t fall into the trap by assuming CRM solely as a primary tool for the sales and customer service teams. After all, your entire business is concerned with serving customers better. To that end, data from the CRM should be accessible across multiple departments. Marketing can benefit from learning more about your customers and prospects needs.
By accessing CRM data, marketing can learn about the efficacy of their campaigns. The product development team can integrate insights gleaned from CRM into new products and services.
6. Not setting and enforcing procedures for CRM usage-
Sales representatives can’t reap the benefits of CRM if they don’t actually use the software on a regular basis. Many representatives are resistant to using CRM and will need to be guided in proper CRM usage.
Create standardized procedures for how representatives should enter data into CRM, train your representatives, and then actually enforce them. To effectively encourage CRM usage, make it a policy that sales activity not recorded in the CRM doesn’t count for commissions or performance evaluation. You can also run sales contests to encourage best practices and avoid CRM mistakes.
7. The biggest mistake to follow others-
While businesses look to implement any CRM software, first they ask around for what kind of CRM is used by similar businesses but they forget to understand that each business has its own challenges and strategy to achieve it. Unfortunately, it’s a mistake that usually occurs during a first attempt at utilizing the software.
It is very important to research intensively to find the right one which will be the perfect fit as per your business requirements.
When utilized well, CRM will enhance all areas of your business. By avoiding these big CRM mistakes, your team can make more sales and improve customer retention in a broader way.
If you are still confused and things are striking your mind that what kind of CRM mistakes you should avoid while implementing CRM? Let us help you!