What a CRM system is not
By now we know what a CRM system is, right? It contributes to increasing customer loyalty and lead generation, and increases sales. But then, what is a CRM system not? Below, we will tackle five restrictive beliefs.
It's not a mere reporting tool
It's more than that. It is a tool that helps increase sales. All the integrated components, like task lists, callback options, mail formats, offers, and the link with Outlook, are precisely what make an organization, including its sales team, more efficient and more productive. An additional benefit: if a seller works on a commission basis, then he or she also stands to gain a lot from it personally!
It's not Big Brother
It is a management tool for managing meetings, feedback, and forecasts. The person holding final responsibility, such as a director or sales manager, will have to take the lead and set the right example. Avoid comments like ‘my manager won't use the information I put into the system anyway’. But on the other hand, also avoid a situation where employees are afraid to be judged on what they record in the system. Executives are in a position to show the true added value of a CRM system, provided it is properly deployed and utilized. Share best practices, and use them to motivate the entire organization to benefit from the CRM system.
It's not time-consuming
On the contrary. It's important that everyone in the organization maintains the data, so that the system remains up-to-date. And that takes some time, of course. But if the CRM system is up-to-date, it facilitates all employees so that they can switch gears faster and respond better to various developments. Ultimately, it saves more time than you put into it. So try to steer comments like ‘I spent all day hopping from appointment to appointment, and when I get home I'll take a minute to update the CRM’ towards the fact that time spent updating throughout the day will save time the next time around. Again: show people the benefits that are gained time and time again.
It's not rocket science
With proper training and guidance, anyone can work with the system. The fact is, employees must first understand how the system works, and what the possibilities are, in order to get optimal use out of it. Of course, the features of the system are tailored to the objectives of the organization. A good CRM system is customized.
It's not a virtual card-index box
It is a complete customer record. A good CRM system integrates various components so that you know exactly what communications have taken place between each customer and each department. When an email has been sent by customer service, that is reflected in the CRM. And so are the agreements between the customer and the technical department, the newsletters the customer has received, and the product presentations they have been given.