By now we know what a CRM system is, right? It contributes to increasing customer loyalty, increases sales and contributes to lead generation. But what is a CRM system not? Below, we tackle five limitations of CRM:

CRM is not a reporting tool

It is even more. It is a tool that helps to increase sales. It is precisely all the integrated components such as task lists, call-back options, mail formats, quotations and the Outlook link that make an organisation, and therefore also its sales team, more efficient and productive. An additional advantage: if a salesman works with commission, he can also personally gain a lot!

CRM is not a big-brother-instrument

It is a management tool for managing meetings, feedback and forecasts. Those with final responsibility, such as the board of directors or the sales manager, will have to take the lead here and set a good example. Prevent remarks such as “my manager won’t do anything with the information I put in the system anyway”, but on the other hand, prevent employees from being afraid of being judged for what they put in the system. Executives are in a position to show what the real added value of a CRM system is if it is used and exploited properly. Share best practices and in this way motivate the entire organisation to use the CRM system.

CRM is not a time-cosuming instrument

On the contrary. Of course, it is important that everyone in the organisation keeps track of the data so that the system remains up-to-date. That does take some time. But if the CRM system is up to date, it facilitates all employees, so that they can switch faster and respond better to various developments. In the end, it pays off more than the time you put in. So try to turn comments like ‘I spent the whole day going from appointment to appointment and then I can update the CRM at home’ into something that will save you time next time. Again: show what it achieves time after time.

It is not rocket science

With the right training and guidance, anyone can work with the system. Employees first need to know how the system works and what the possibilities are in order to get the most out of it. Of course, the possibilities of the system are tailored to the objectives of the organisation. A good CRM system is tailor-made.

It is not a virtual card index

It is a complete customer dossier. A good CRM system integrates various components, so that you know for each customer exactly which communication has taken place with which department. If customer service has sent an e-mail, this is reflected in the CRM. As well as the agreements between the technical department and the customer, the newsletters they received and the product presentations given to them.