If you search the internet, you will find millions of articles on what a Customer Relationship Management (CRM) software is, what it includes, reviews of different providers, and much more. While it can be overwhelming, it is important to note that a lot of information is also inaccurate or written from a point of bias. These incorrect pieces, or what I would like to call myths, can be a serious issue if you start a CRM project with the belief that they are fact. So, let’s review five CRM myths that you should be aware of.
Customer service is the top focus.
In the case of CRM, the name can be misleading. Although customer service is one of the top three areas, sales and marketing have really come to the forefront in the past decade. This growth and development have allowed the CRM market to explode now that companies can manage all three within one tool. This allows a company to save time and money on data entry, managing information from prospect to customer, and keeping all employees on the same page.
Minimal training will be needed since CRM is just sales, marketing, and customer service.
This is the main reason why companywide buy-in never occurs. You cannot simply buy the solution then gives employees minimal training and expect them to be happy, no matter how great the CRM is. The three areas are very different and admittedly, there is a significant amount of crossover in each as well. Training can be tailored down to the individual employee so that may be the best way to go, but regardless, the more training the better. The day to day effect of the CRM on an employee’s job is massive, especially considering some use it every single day. The last thing you want is frustration and confusion.
Non-industry CRM solutions are too generic to fit for my company.
Whether a CRM is built for an industry such as banking, retail, or non-profits, or an all-inclusive solution, they will all be unique. Do not think you have to get a CRM geared only towards your industry because you may miss out on a better fit. For example, an all-inclusive solution may have customization capabilities that fit better with what you are trying to do because you can make it exactly what you want. Not all industries have CRMs built exactly for them, so this may not be an option either.
This will increase our sales automatically.
This may be the most destructive myth. A CRM can never promise increased sales simply because your company purchases it for use. At the end of the day, your CRM software is only a tool. You need to train and empower your employees to use it to increase sales, generate leads, and improve customer retention. The CRM will not create a marketing email, generate a contract, or fix a customer issues, but it will allow your employees to do all those things
There is little return on investment so going cheaper is better.
Return on investment is always crucial when you are looking at a new software purchase. The great thing is with a CRM, you can see in the reporting exactly how the solution is helping your company improves. You can manage and view who is doing what, how they are using it, and what the results are. This includes tracking the sales pipeline, managing customer incidents, and seeing results of email campaigns.