Everyone Hates CRM, but Don’t Let That Stop You

So if you’ve already bought a CRM tool and are unsure as to how to use it, start with this piece of wisdom: nothing kills CRMs faster than big expectations and lofty goals that are implemented all at once.

If you go in expecting your CRM tool to instantly solve all your problems, you’re not managing your expectations and will end up disappointed. Your CRM tool isn’t going to solve all your business problems, but it should solve a defined set of problems. If you try to use your CRM tool for activities or data it is not intended for, it simply won’t serve its purpose. Here are some of the common mistakes companies make when it comes to introducing a CRM tool:

• Buying a CRM tool without understanding the system
• Thinking employees will learn how to use the tool themselves
• Expecting the tool to be ready to use or run itself
• Not having clear goals and expectations of what you want to get out of it
• Trying to cram too many fields and processes into the CRM tool when you first set it up

The reality of the matter is that there are only 9 hours or 540 minutes in a typical workday. So how many of those minutes can your salespeople spare to enter their data into the tool? The quicker it is for them to input their information, the better. Nobody loves CRM, and you aren’t magically going to make people fall in love with it either. But what you can do is make it as easy and efficient as possible for people to use.

“CRM tools are like gym memberships – they’re all more or less the same, but they’ll only work if you actually put in the effort.”

The ultimate goal of CRM is to use the tool in order to simplify the business processes that are important to you and provide sales related reporting. For example, if you need seven sets of data in order to make a forecast, this should form your core CRM system so stick to that. Don’t simply add fields that you believe would be “nice to have”. I would go further and say do not include fields or processes that are not going to be reported on or analysed today.

Hello, CRM System

The first step in getting the most out of your CRM system is to understand what it can actually do. In the beginning, it might be useful to work with an expert. They’ll be able to listen to your needs and vision. They can also guide you on how to use the tool, what it can and cannot do, the best way to set it up for your users, and how to build your reports.

If you’re going to invest money in a tool while also expecting your people to invest time into it, you should employ a designated CRM administrator. This person would help you understand the tool: its features, benefits, and limitations. They will also configure the tool to work the best it can be. A CRM administrator helps you determine and prioritize your expectations based on the complexity for the users, and impact to the business. They’d then make a plan on how to phase in the implementation of fields and processes into your CRM system over the next 6 to 18 months. Implement the most simple data entry that has the greatest business impact first.

The administrator would also play a role in making the tool as quick and intuitive as possible for your users to input their data. As a result, they’d play a key role in helping you see your vision for the CRM system through while also simplifying it enough for users to actually use it.

You also should evaluate your mindset towards the CRM system. If you start off trying to do everything with it, in a year you might find that you end up doing nothing. So if your CRM tool is being set up to solve a series of problems, start by implementing it at 20%, and incrementally increase this percentage. Every three months, for instance, you could introduce a new feature or field for data entry. Eventually, it will become part of daily life for all your employees because they’ve had time to get used to it. When your users adopt your tool, it becomes easier for you to slip in a new requirement for them to fulfill which further enhances your transparency and reporting.