CRM research results - What our research has taught us in the last 6 months
Sales reps rely on dialogue as their core craft, so they are attracted to technology that supports their ability to conduct dialogue - good news for easy-to-use technology like mobile phones and email.
However, feature-rich CRM applications offering open ended “tab” based interfaces tend to polarise users – disadvantaging the best sales people and diverting too much time away from their main task, selling.
Sales and marketing software can only be as successful as the weakest user. In most cases the software will not be optimised unless it is accepted and adopted by the majority, yet for sales staff of many organisations, system usage is optional.
To put it another way, you’d consider your Accounting system a total failure if your staff didn’t use it, so why should your CRM system be thought of any differently?
Businesses are often successful because of unique winning characteristics, and people, processes and technology must support that differentiation - changing your processes to adapt to someone else's methodology and technology often causes rejection.
Nearly all companies fail to place a financial value on acquiring and maintaining prospect and customer data. When asked about ROI, companies refer primarily to the initial software, hardware, training and support investments.
Developing and maintaining clean, up-to-date customer data requires an ongoing investment. Without successful ongoing initiatives, databases age rapidly. On average, an untouched B2B database becomes 50% inaccurate at the end of its second year.
switched-on has recently conducted a survey to determine why many CRM installations fail. Here the key factors that influence success plus some quick pointers to prevent problems occurring.
switched-on has recently conducted a survey to determine why many CRM installations fail. Here the key factors that influence success plus some quick pointers to prevent problems occurring.
It must present data using familiar concepts in a two-way dialogue between company and staff as they need it.
Software is only part of the solution - institutionalise easy to comprehend processes and database building practices.
Train, test, improve...Train, test... Your business and your industry keep evolving, so must your people, processes and technology.
Place a financial value on your data and on data decomposition. If you understand the value of an asset, you tend to appreciate it more.
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