What should you be expecting from your customer relationship management programs these days? By asking yourself some key questions before you move forward with a product, whether it’s for a demo or a free trial, you can save yourself time and money by avoiding CRMs that just aren’t worth it.
If you haven’t already, consider these questions:
1. What does the end user really need?
In the CRM search, admins often get bogged down by a list of “must-have” CRM features recommended for enterprise systems. They go on the hunt for an affordable CRM with expensive automation features, and end up feeling like there are no “good” CRMs in their price range. They’re making the key mistake of prioritising features management wants, rather than understanding the features the end user really needs.
2. What features are required?
Many people blame the product for CRM failure when the actual issue is either a lack of or improper use, not insufficient features. When CRMs are hard to use without extensive training or your own IT team, end users don’t update information, and your database goes stale. Without accurate data in your system, your CRM becomes an expensive money drain rather than revenue generator.
3. What’s the support like?
Having a professional to guide you through any questions or hang-ups that you might have will make your CRM a whole lot easier to use. Access to good customer service will not only make your initial set up easier, but you can get great advice for maximising your CRM use. A great customer service agent will tell you how you should be using your CRM, not just how you can use it.
4. What does CRM administration look like?
It’s possible you are already thinking about setting up your CRM and dreading it. When you already have a system in place, albeit one you want to change, it can be daunting to move all of your data into one place. Even simple setup processes can sound tedious. Fortunately, once you set up your CRM correctly, it’s done, and you can move onto the job of keeping your data updated.
5. Are you ready for a culture change?
Good CRM is more than just software — it’s a culture change. When you truly commit to using your CRM properly, you’re also committing to maintaining and celebrating customer relationships. A CRM can’t do all the work of contacting, nurturing, and converting a lead or repeat customer for you. You’ll have to learn how to use the CRM and make it a part of your everyday workflow for it to be effective.
