The 4 CRM adoption challenges to tackle
1. Customization and set-up
In many cases, I have seen this take a long time. Primarily because of two reasons:
“My business is unique” syndrome:Even before starting to use the system, I am convinced that the CRM system needs to adopt, totally to what my unique requirements are. This can include quotation formats, workflows, renaming labels (“here we call it ‘market’, not ‘industry'”), workflows- what have you.
“Pressure from consultants”: CRM consultants and implementers will convince you of the need of customization. Ask yourself, first. Do you really need this? Or would you rather, take the top few customizations, get them done and over with in ten minutes and wait for the time when your business grows in complexity to first attempt large customization?
2. Creating contact profiles from scratch and keeping them in sync
Gone are the days when you carried a diary with your customers’ contact details or even stored them in your PIM (be it Outlook or digital diary). Now your contact details are stored everywhere- in Outlook, in web-based email (GMail?), in Excel spreasheets (!), in your Android phone, in LinkedIn..
The first thing your sales people need to do when you introduce a CRM software in your organization, is to add those contacts, stored in myriad systems, into your CRM. That does not please anyone; in fact, the biggest reason for CRM failures is this.
How do we solve this? By our one click contact import from Google, LinkedIn, Microsoft and Yahoo (or Excel) and keeping them in sync (bi-directional) with Outlook or Google Apps.
3. Death by data logging
Salesmen do not get anything from CRM systems: except the dubious privilege of having to log customer interactions, meeting notes etc. They do this in a software, that rarely if ever gives them a feedback. This is tough on a salesman who forecasts an opportunity closure in January but forgets some elementary “qualification” step in between. Salesmen want their software to make their data logging tasks less (spend more time selling), provide a reality check on their funnel status (get forecasts that they can rely on) and ensure that they get feedback on key operational metrics (reports and dashboards).
4. Not ANOTHER system, please!
Salespeople do not want to add another system- they want to manage their entire sales related activities in one system. What good is a CRM that forces you to continue scheduling and tracking your activities in Outlook or a web based calendar with no link to your CRM?