Some of the ten most frequent mistakes when deploying a Customer Relationship Management project include poor change management, failure to involve users, unclear or unrealistic objectives, etc. For our detailed list of the first five mistakes, go here.
Let’s now look at the next five pitfalls to avoid for your CRM project.
Mistake #6: Using the CRM software to spy on your teams
Deploying a CRM tool involves a great number of changes. For example, teams have to shift from sharing information informally to recording everything so that the information is more easily accessible to other departments of the company. As a consequence, your sales teams might feel you are spying on them, which can ultimately lead to a general feeling of distrust. Therefore, it is paramount you give your sales teams adequate training about the CRM tool, and clearly communicate its objectives. It is important that everyone understands the whys and the hows of the tool you choose to implement. For example, using the CRM in offline mode is a real benefit for your sales teams. They can access data everywhere, in real time (see article CRM and mobility: save time for your sales representatives).
Mistake #7: Storing poor quality data
Companies manage a great wealth of data on their ecosystem (clients, prospects, partners, providers, etc). It can be tempting to collect as much information as possible on your contacts. However, the underlying risk is that you end up with too much information, and that you do not know how to use it. To understand the risks of a massive collection of data, take a look at our article on GDPR, the new European regulation which comes into force in May 2018. This means that from the outset of your CRM project, identify the data you need, and how that data will be used.
Mistake #8: Expecting immediate results after deploying your CRM project
It is often said that goals should be SMART, that is Specific, Measurable, Achievable, Relevant, and Time bound. These principles ensure project stakeholders have a clear vision of the project, and enable you to measure project completion more easily. Therefore, the same applies to CRM projects: define realistic and reachable goals.
Mistake #9: Smothering consumers instead of wooing them
If you want your information system to be comprehensive and efficient, it is critically important to link the CRM solution with your other IT tools. Why? So that you will have enough information to offer a personalized customer relationship, in line with what most consumers want and expect. Never forget: artful seduction requires knowledge. This is where your CRM software is a vital ally because it fosters customer knowledge and improves the overall quality of the relationship: 360° view, up-selling or cross-selling, history of interactions, etc.
Mistake #10: Failing to build an omni-channel approach
On average, consumers use four different communication channels to contact a customer service. Needless to say, then, that it is paramount to define and deploy an omni-channel strategy to build stronger Customer Relationships. Your CRM should centralize all relevant information on your clients and prospects, irrespective of the channel through which they came in.
Now you have the 10 most common mistakes for a CRM project. What is your experience? Did you know about these?