CRM: a virtual card catalog?
Most of us still know the old card-index box system. All names, addresses and contacts were filed neatly into the Rolodex, only to be moved into an Excel sheet or a simple database program in the age of the computer. For those who wanted more, CRM systems came to be, which allowed for relationships to be managed down to the very last detail.
But merely a virtual card catalogue?
And yet, it may happen that an expensive CRM system turns into a mere virtual card catalogue in practice. How could that happen?
It's ultimately about the users, and if they find the system too complicated, it is unlikely that they will use the CRM. Training sessions in the use of the chosen CRM system are therefore a necessity for companies that want to get the maximum benefit from their CRM.
Too many systems
We make good use of social media and email in addition to the old-fashioned appointments and cups of coffee. And a lot of information is lost there. Because that email is stored in the sales representative's inbox, but not in the CRM system. A CRM with a link to, e.g., Outlook immediately pays off in the form of greater convenience and more relevant information. And that is profit.
No relevant information
Without information there's no CRM, and a system which only collects current addresses is nothing more than a virtual card catalogue. There's a reason keeping a complete customer record is one of the goals of CRM.
Not available on the go
Field staff especially like using smartphones and tablets. And with multiple appointments in a day, it's not very convenient to have to enter all the details into the CRM system at the end of the day. A CRM package that can't be effortlessly used on smartphones and tablets will easily miss out on essential data.