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Human factor determines CRM success

by | May 30, 2016 | CRM

You have access to the most advanced techniques and the latest software, but the people who work with it determine whether you get the best out of it. This is also the case with CRM software. It starts with the basics: from strategy and policy determination to commissioning: from input to output.

Policy provision

The CRM strategy and objectives are devised and drawn up by people. It is their knowledge and ability to adjust that determine how effective a CRM strategy will be and whether objectives can be achieved. A survey of customer experience showed that management focus often plays a role in not achieving the intended result. Knowing what you are talking about, what your options are and where you want to go are important conditions; also to determine which CRM system and which functionalities are supportive.

The composition of the team determines what it can handle
You can still have such a good CRM strategy and ambitious goals, if your team is not up to it, goals will not be achieved. If you can follow up on average 10 leads per day per person and your team consists of 5 people, then a target of 100 leads per day has no chance of success. And if the team can handle it in terms of capacity, the question is whether they have the right skills to make the CRM strategy a success. For example, the data that you get from a CRM system must be correctly interpreted. Teaching people skills in this or hiring a data analyst pays off.

Knowing is different from doing

Research by Kentico showed that the majority of companies want to use marketing software, such as CRM systems, but do not know how. In short, they lack the concrete knowledge to use the system. But even if they do know, it is still about whether and how employees use the system. Each system stands and falls with how the user uses it.

Involving employees from idea phase to implementation – including thorough CRM training of the CRM system increases the acceptance rate. Because even knowing how something works does not mean that people are making optimal use of the system. Work pressure and the issues of the day still regularly prevent the CRM from being properly maintained. And if you want to use data, you really have to put it in first. Or whatever happens: collecting data that you do nothing with. This not only pollutes your system, it also costs unnecessary time. Miscommunication and missed opportunities are the result. It may take time and money, but a careful development, implementation and use process pays for itself, because in the end it is the people who have to do it!