The Most Common Crm Mistake
We hear all the reasons why we need CRM in our lives yet making CRM a success is a cross between science, art, and even a tiny bit of luck. In fact most times it requires a management team that can take a little risk to reap some excellent gains. Too often when CRM fails no one understands why, yet there are three very common CRM mistakes that will spiral you into failure. When you overcome those mistakes you’ll have a very successful CRM program. Mistake #! Failure To Know Your Value Proposition Every company needs to have a value proposition. What’s a value proposition you ask? It’s your statement that tells your potential clients what’s different about your company than the competition.
When it comes to your customer relationship management or CRM you need to establish a reason that will compel potential clients to establish a relationship with their company. There are generally two types of clients – those that want a one time relationship and those that expect to build a long term relationship. Your one time clients will not be happy if you force the customer service that CRM and it will result in a feeling of their privacy being invaded. But on the other hand those customers looking to have an ongoing relationship will be very impressed with your CRM system. In an instant the representative will be able to pull up the customer file and quickly deal with any issues, wants, or questions.
It’s important to address this in your value proposition. Mistake #2 Failure To Match Your Representatives and CRM System Too many CRM systems are all about the technology and not the people. Companies purchase high tech CRM systems believing their efficiency will increase dramatically. They want staff throughout the organization to adapt to the CRM technology, the biggest mistake ever. What needs to happen is processes in each department need to be analyzed and mapped out and then CRM technology that matches the way the company operates needs to be chosen. AIM! is one CRM software package that has a lot of flexibility so it can be a good choice when you want to match reps with your CRM system. Mistake #3 Assuming All Customers Are Equal A common mistake is to “think” we know our customer or potential customers and then assuming all customers are equal so we treat them all the same resulting in actually two mistakes. First you have to acknowledge that no matter how much data you collect you will never really know your customer. There will always be a “private” part to your client. And pushing too hard will cause your customer to back away.
Too often boundaries are overstepped. What you want to do is find out as much as you can about your customer within the customer’s comfort zone and then collect and store this data using your CRM software. That means each customer gets the personal touch with little effort by your staff because all the details are just a click a way. CRM programs like AIM! allow you to customize the software to meet your company and customers needs. Now that you know how to avoid the most common mistakes you will choose the best CRM program for your company.
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