Is Your CRM Not Working For You?

I get a lot of inquiries which go something like this: “we implemented a CRM solution from Vendor X, and it doesn’t work. Nobody is using it, and when they are forced to use it, it is slowing them down instead of making their life easier.  Are there solutions from Vendor Y or Z that would do a better job for us?”

My answer goes something like this: "CRM solutions are mature. Most vendor solutions are chock full of features and functions – probably more than you would ever need. Your CRM is not supporting your needs, perhaps, because:

  1. You don't have crisp definitions of your processes, the stages within processes, and the exit criteria to move to the next stage (ex. what are your criteria to promote a lead to an opportunity? Are they the same for all business units?)
  2. You have implemented your CRM without doing any customization or configuration. As a result, your organizational processes are not well supported in your CRM
  3. You have not paid attention to your data quality. Users don't trust the data that they use.
  4. You haven't spent the time to integrate other systems to your CRM, so you cannot empower your customer facing personnel with all the information they need from your CRM. It's not helping them get their job done easier or faster.
  5. You don't have the right reports available to your end users to allow them to measure their performance.
  6. You haven't focused on usability or the user experience. The UI is probably not role based, or tailored to what your users need, and you haven’t thought though the actual data elements that are important to your users at the various stages of your processes.
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