Problem. A lot of companies have a negative conception of CRM. They believe that buying CRM will improve sales and increase co-operation between departments. When it doesn't, the company gets frustrated and stop using the system.

CRM is a business tool as the scalpel used by surgeons or a paintbrush for artists. It aids in business processes, analyses sales and Employee performance. However, there are problems that only a manager can fix. The system won't likely allow for keeping an increase in demand for Christmas decorations throughout the year For instance.

Decision. Correlate the company's needs with the capabilities of the system. Note down the tasks you would like to delegate, facilitate or automate using the aid of CRM. Go to the pricing section on the developer's websites to see what features are available, or talk with an expert about the software you select. This way, you'll know whether the service is right for you before you buy it. If you do not take advantage of the features you require, you run the possibility of paying for an application that doesn't meet your needs or fulfill all your requirements. In that case you'll need to pay for additional services.

CRM is a problem-solving tool. CRM can help to determine the source of the problem when reports reveal that the manager's ratio of requests to deals has been two times lower as the other managers. Listen to the recordings of their conversations. He/she may be rude or interrupt them, or simply not listening. You may choose to fire employee, or instruct the employee how to talk to customers.

Reason # 2. The CRM system doesn't recognize real business processes

Problem. The CRM may be operational however the reports aren't accurate, or there is no new business process added to the sales funnel. This is the case when businesses want to save money and create the system by themselves.

For instance, the owner of a clothing store for children described the company's work however he didn't remember that last month he appointed a quality inspection. The verification step wasn't included in the sales funnel. The business processes to get disorganized. It is difficult to tell if a clothing batch passes the test. It is therefore unclear what time to send it to the store.

Decision. Consult a business analyst. He/she will analyze your company and help you to describe the procedures. The Implementation team will use their knowledge to design a CRM that will solve your current issues. You'll be able to save time because the system will be functioning correctly from the beginning and you don't need to setup it on your own.

Reason Not. 3. The CRM isn't compatible with the latest software.

Problem. When a company introduces CRM in one department and other departments continue to use the old method, issues with data synchronization arise. Employees may begin working in several programs at once and this can lead to duplicate data. Sometimes, they transfer the wrong data or forget to transfer it.

Let's consider, for instance, the sales and accounting department of a furniture manufacturing firm. So, the sales team implemented crm for moving company and their managers started closing deals. The accounting department is using a different method. Managers are responsible for bringing deals to the payment stage. There, they manually send information about the deal to their accounting department. A few days later, the accountant is contacted to check whether payment was received, so he/she can move the deal to the next stage and start making the couch. In the absence of automatic information exchange between departments, customers have to wait longer to place orders.

Decision. Before you choose a CRM, list the program you are using. Consult an implementation expert to find out if these programs are compatible with the CRM you choose. If they cannot they'll tell you what functions should be replaced with analogs which are already in the CRM.

If you don't know this before, you'll have to pay extra money to developers to incorporate the services you use.

Reason Not. 4. Employees don't use CRM

Problem. CRM is frequently introduced, but employees still work the old way. They still utilize Excel to manage databases of customers and Word to create contracts. Reports don't display all the information that is being entered into the system. This can be due to a variety of reasons.

• Superiors and subordinates may utilize the system, but not their superiors.

• employees are afraid that their bosses will notice how poorly they work.

• Employees aren't able to learn to use new software since the old version still functions somehow

The inability of the superior to apply the system demotivates the subordinates entirely.

Here's an example: The commercial director of a firm for marketing did not utilize CRM. He continued to work the old way. He set goals by phone and requested that Excel reports be sent to him via e-mail. Subordinates carried out the same job twice and copied the data into various programs and used the old email client along with the corporate phone. Ultimately, they lost the drive to work within the system and quit.

Decision. Here's what you can do to convince employees to utilize the CRM:

• The system should be mandatory for everyone, including managers. Make a formal announcement regarding the new method to conduct tasks.

• Train them on how to use the system: hold a training session, make videos or write articles that include instructions, give an exam.

• Help them learn about the system and use the system and then use it. For professionals in CRM it is a bonus that is the main incentive.

Define a person who will be in charge of the CRM implementation. Make sure that they are trained on how the system works. This person should enjoy prestige in the workplace like an executive in an organization or an experienced colleague. They will assist in training people to collect feedback, and then analyse it.

Conclusion

Here are some tips to avoid common CRM implementation mistakes:

• Implementation isn't something to be slashed back on. Find an implementation team an analyst who will study the business process and provide a description of it, as well as an implementation expert who will establish the system to ensure that it accurately reflects the real-time work of the company.

• Do not expect the system to solve all your problems. It's just an instrument.

• Third-party software and services must be thrown out. A specialist in implementation will inform you which analogies the CRM can provide. If you wish to keep your software, contact the developer to set up the integration of CRM with it using an API.

• Teach your employees to utilize the system and make it mandatory for all employees. Choose the person who will be responsible for helping implement the system. People will find it much easier to adjust to the new software if they get help from a trustworthy colleague who knows how to use the software.