A properly used customer relationship management (CRM) system is instrumental in transforming a small startup business into an industry leader. Despite that power, many small business owners misuse their current CRM system making it virtually useless. Many companies use the data collected in their CRMs to generate quality leads for marketing campaigns. Therefore, if the data collected isn’t accurate, the quality of leads and any decisions based on that information will suffer tremendously.
It’s a clear fact that CRM users are above their competition. But let’s also clarify that solely owning a CRM system will not magically catapult sales or design lucrative marketing campaigns. You must be willing to take the time to learn and understand the system capabilities in order to reap the benefits.
It is easy to grasp the things you should be doing, but here are five mistakes you need to avoid.
1. Collecting the wrong information.
According to Experian, companies lose an average of 12% of their revenue due to bad data. Fine tune your process for collecting data. A common mistake companies make is providing prospects with generic forms. Make custom forms that only ask for data that is relevant to your organization. Don’t ask for information if you have no intention of ever using it. Small changes like this can result in shorter, more concise questionnaires that prospects and leads will take their time answering correctly rather than giving an answer for the sake of answering. Remember, Garbage In is Garbage Out.
2. Focusing on the wrong metrics.
Simply put, pay attention to the details that matter to you. If you are in the sales department, you don’t care about how many people liked your company’s social media posts. If you are in marketing, you don’t care about how many deals a salesperson closed. No one benefits from just knowing someone visited your website. You will benefit however, from knowing someone visited your website, what they clicked on, what pages they stayed on the longest, what peaked their interest most. The more specific the details are, the easier it will be to pinpoint the correct targeted information.
3. Being disorganized.
Organization is key. Always. What good is any of the data you collect if you can’t find it? Being unorganized is just as useless as having no data at all. Missing data usually amounts to missing revenues. Missing data also greatly affect customer service. Imagine having to ask a customer or prospect for his/her information a second time because you misplaced that information, or presenting the wrong options because of data incorrectly aligned.
4. Not acting on quality data.
Once again, no action is equivalent to no data. Data isn’t gathered for the sake of filling in blanks. The information gathered is used to fuel growth. Receiving good data means nothing if you do not utilize it. Make it a point to consider all information when necessary.
5. Inadequate training.
It’s easy to downplay the importance of training. When education is cut short or ignored, the results are predictable: new processes and systems are neglected. Another common mistake is assuming training is a one time event. As you begin using the software, new questions will arise that will need to be addressed. New hires are frequently overlooked too, and don’t get the training they need when coming on board.