I am often asked by managers how to improve the user acceptance of their CRM system. In the eyes of the questioner, the answer lies in how to encourage, or even make, users use the platform more, in order for the organization to achieve their established expected benefits of investing in CRM. That’s the wrong focus. The issue is not how do we get the user to use CRM, but rather, is the CRM itself designed to be useful to the user so that they want to use it. Although the difference is subtle it should not be overlooked.
Today's CRM (Customer Relationship Management) is better than yesterday's because: (a) CRM systems can now deliver greater productivity returns and (b) vendors' software usability is much improved. These advancements (and others) mean less time and lower costs to implement a CRM system. And the more people in a given company who use a CRM system translates to more benefits and a higher ROI on a CRM investment. Research notes that for every dollar a company invests in a CRM system, it earns $5.60.
But not everyone who has a CRM system is experiencing the expected return and, thus, some are CRM haters. It may depend on how you choose and implement your CRM system. To help you get the most from your CRM, here are some common mistakes and ways to avoid them.
The growth of Artificial Intelligence (AI) in the Internet of Things (IOT) world is steadily moving into the sales, marketing and customer service applications. Sentiment and emotion analytics market is set to explode, from $123 million currently to $3.8 billion by 2025 according to a report from the research firm Tractica. (Customer Relationship Management, May 2018).
Some B2B companies run their sales and marketing activities with Excel because it is easy to use and well known by employees. However, to more efficiently manage and profitably use data, other B2Bs use a relational-based CRM (Customer Relationship Management). A CRM consists of a database and a user-interface with which you can easily create, update, manage, process, share, and report data across the organization.
While Excel spreadsheets are great calculators, they are not good as a shareable database. That is because, in part, Excel has no relational tables and limited interface capabilities. Excel becomes cumbersome and difficult to manage with thousands of items.
If your account reps could sell more, marketing could target better, and customer service was more responsive to key accounts, life would be great, wouldn't it? It may not be as hard as you think using CLV with Microsoft Dynamics 365/ CRM.
You’ve probably heard that it costs less to keep and grow an existing customer than to acquire a new one. And it’s true. But, for many organizations this truism seems to have fallen on deaf ears, as companies still spend a large amount of their time and resources on chasing after new, potential clients. Even then, their efforts can be fragmented and the results less than desirable. This is hard to understand because keeping and growing current customers, and finding new ones like them does not have to be hard.