C-levels and managers are usually the first to understand the value that comes from having a unified customer view. They’ve developed ways to manage customer relationships by using Rolodexes, spreadsheets, or a pen and paper. But, it wasn’t until the late 1980’s when businesses started moving from a physical Rolodex to a more sophisticated “digital Rolodex.”
Enter CRM systems.
Using a Rolodex or a spreadsheet to manage customer relationships often lacked the strategy needed to build long-term relationships. When CRM systems were introduced, they provided businesses with a long-term strategy to proactively engage and manage customer relationships, close more deals and automate recurring tasks.
One common misinterpretation of a CRM system implementation is that it’s seen as a one-time event and that upon purchasing the software license, all broken sales processes, lost leads and lack of follow through will be repaired. While a CRM system is designed to support your sales process, it will not, by itself, cause your business to grow. This is why you should treat your CRM implementation as a long-term, company-wide strategy and not as a one time event.
While C-levels and managers have the best intentions, CRM strategies often fail in the beginning of implementation. But why?
Here are 5 pitfalls you can avoid while developing your CRM strategy. Read more