Why CRM Implementation Fails: Common Reasons and How to Overcome Them
In your company, a CRM system has been introduced. It was supposed to be beautiful, with sales soaring, and workload decreasing. Perhaps you persuaded your employees or persuaded your boss to make the purchase. And yet... nothing. Despite CRM being a powerful tool, it sometimes fails to meet customer expectations. From this article, you will learn about the most common reasons why CRM may not work as it should, and how to overcome this without giving up the opportunities it offers.
Poorly Matched Tools to Company Needs
One of the main reasons for the ineffective operation of a CRM system may be that the set of tools, the package, or the entire CRM is poorly matched to the specifics of the company. Contrary to appearances, a bigger problem than the lack of necessary features is usually their excess. Especially at the beginning, it's worth opting for simplicity, choosing a solution that provides scalability if needed. Before opting for a solution that can do everything, consider which features are crucial for you.
Here, you can learn more about the criteria for choosing CRM that are worth paying attention to.
Errors in CRM Implementation
Another problem is improper CRM system implementation. Modern CRM systems are ready for use relatively quickly, but this does not mean that you can start using them completely bypassing the implementation process. The most common errors in CRM implementation include:
- Improper understanding of your own needs or improper assignment of them to the system's functionalities.
- Lack of a proper implementation plan - CRM implementation is a change management process in the company and requires appropriate preparation.
- Lack of proper data preparation - data is the fuel for your CRM. If they are contaminated, the engine will stall. If you used different data collection methods before, you must ensure their quality and correctness before introducing them to the system.
- Improperly adjusted settings - at the beginning, it is essential to take care of key initial settings, and adjustments should be made if they prove to be suboptimal after starting to use the system.
- Insufficient employee training - all stakeholders should be involved in the CRM implementation process, and employees must feel that they know how to use the new tool.
All these issues can lead to chaos and resistance to the new tool. Implementing CRM is a process that requires diligence, commitment, and teamwork. It's worth considering whether the help offered by the software provider is enough, or if using the services of a licensed partner might be a more cost-effective solution. A licensed partner can assist in the data preparation process, setting adjustments, preparing tools, and employee training.
Irregular Data Updates
Many employees may underestimate the need for regular data updates in the CRM system. They may avoid this for various reasons: a lack of understanding of the purpose of such actions, resulting in a lack of motivation, or fear of revealing information about conversations with clients to other team members or superiors. Irregular data updates negatively affect the quality of information in the system, making effective customer relationship management more challenging.
The first cause is usually insufficient employee knowledge about using the CRM system. If people cannot effectively utilize the available features, the tool becomes unnecessary baggage. It is essential to provide adequate training and support so that the team can efficiently use the system. When employees understand the benefits of entering data into the system, they will likely do it more willingly. However, it's crucial to pay attention to another aspect of this situation.
Low Level of Automation
In the case where CRM does not offer sufficient process automation, employees may waste time on manual tasks, leading to frustration. Manually entering data into the system should not become the main occupation for salespeople! This situation is contrary to the purpose of implementing CRM. Therefore, pay attention to two aspects:
- Do data appear in the system automatically? In a good CRM system, the amount of data that needs to be manually entered should be minimal. Did a salesperson send an email? Did they call a customer? Did the customer fill out a form? Download a PDF? All this information should be automatically recorded in their record. Check if you have the appropriate functions set up and whether you use integrations with other tools, such as email and calendar – it can completely change the CRM user experience.
- Are you using more advanced automation features? You may not be able to implement everything at once, but process automation should be your goal when implementing CRM. Automated sales sequences, workflow flows, lead rotation – each of these features will save salespeople time and help convince them that CRM is a tool for them, not the other way around.
What to Do to Make CRM Work?
If you feel that you are not using the CRM system as you could, all is not lost! Sometimes it's enough to pay more attention to training employees on new solutions, while in other situations, key adjustments may prove crucial. Perhaps it's worth giving up some features and expanding your subscription to others. Typically, these are problems that can be easily overcome with the help of specialists.
If you want to fully harness the potential of your HubSpot CRM, we'll be happy to help! Contact us, and we'll identify the problem and find a solution tailored to your needs!
