Successful CRM Implementation Requires Software Plus Skills

Many orga­ni­za­tions imple­ment a new CRM (Cus­tomer Rela­tion­ship Man­age­ment) sys­tem hop­ing to make dra­matic improve­ments in sales as well as to improve the cus­tomer expe­ri­ence. While a new sys­tem can cer­tainly help, many com­pa­nies find that a CRM sys­tem alone isn’t suf­fi­cient to meet these goals

How effec­tive is a new CRM implementation?

Unfor­tu­nately, many CRM ini­tia­tives fail to reach the goals out­lined above. Research on the effec­tive­ness of CRM soft­ware and found that 47% of busi­nesses sur­veyed felt the func­tion­al­ity didn’t match what they were promised by the ven­dor. Of these up to 30 % stated that the issue was with the product while the majority stated that it related to the company’s employ­ees, a combination of the inter­nal processes,the strat­egy for exe­cut­ing the imple­men­ta­tion and insufficient training.

Soft­ware imple­men­ta­tion is not enough

Even with a suc­cess­ful imple­men­ta­tion, many com­pa­nies find that their goals are still not achieved. Employ­ees may know how to use the soft­ware and have addi­tional infor­ma­tion at their fin­ger­tips, but what if the sales team doesn’t have the skills needed to close sales? Will new soft­ware help them sell bet­ter? Will cus­tomer ser­vice reps have the skills to pro­vide ser­vice? Not as a result of pur­chas­ing new software.

Suc­cess = soft­ware + skills

Accord­ing other research, what is required to improve sales, ser­vice, and the customer’s expe­ri­ence is, “…a bal­ance of human and sys­tems sup­port…” To maximize your sig­nif­i­cant invest­ment in a CRM imple­men­ta­tion, you need to pair the func­tion­al­ity of the sys­tem with improved cus­tomer ser­vice and sales skills.

As part of your plan­ning process, develop a train­ing sched­ule to launch fol­low­ing soft­ware imple­men­ta­tion. In addi­tion to train­ing your direct sales staff, invest in tele­sales train­ing and cus­tomer ser­vice train­ing so that all your customer-facing rep­re­sen­ta­tives are equipped with the right skills to max­i­mize the new, robust infor­ma­tion they’ll have at their fingertips.

Imag­ine what your employ­ees could do with top of the line soft­ware AND best-in-class train­ing. Imple­ment one with­out the other, and meet­ing your orig­i­nal pur­chase objec­tives becomes difficult.

ProAptivity specialize in successful CRM implementation and training supported by a range of skill based training programs for sales, marketing and customer service. Contact us today on 028 9073 5630 for your free consultation to understand how CRM can benefit your business.

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