5 Tips for Maximizing the Performance of Your CRM
Many people or companies in the world of business either have been using a CRM system or are thinking about getting one. CRM systems have been an inseparable part of marketing and sales. A study has shown that the popularity of CRM systems is still growing and has not reached its peak yet. As a result, there are so many companies that you can take a CRM system from. In our previous articles, we have discussed why it is important that kind of CRM you use and why it matters where you get your CRM from. However, in this article, you will be reading about different ways you can use to increase your CRM’s efficiency, regardless of the type of business you own or you are leading. There might be more ways than the ones I am about to mention here, but to keep this article short and avoid making it boring, I have decided to go with 5 of them. So, here are the things we will be discussing in this article:
- Give Permissions to Users
- Clean Data
- Correct Reports
One note: we will be using the word KPI (Key Performance Indicator) repeatedly in this article. In simple terms, it is anything important that you can measure to reach your company's objectives.
There is a term called GIGO in the software and tech space, which stands for Garbage In, Garbage Out. If you are not using the CRM system consistently, meaning that you are not putting in the notes or the correct data consistently, then the only thing you can expect from your CRM system is inconsistent data when you need it. A majority of executives admit that the most difficult part of their jobs is getting their sales team to use the CRM properly.
It means that if half of your team is using the CRM system consistently while the other half is not, you are missing 50 percent of the data. Consequently, as a manager or an executive, you will find it challenging to make excellent and efficient business decisions based on inaccurate data.
So, if you want to make the right decisions, use your CRM system consistently. Use it every day; put all the data in, and make sure all your data is in one place. More importantly, make sure that all your team members use it.
2. Give Permissions to Users
When installing a CRM system for your business, always ensure that the permissions and users are set so that users have an easy view and access to everything. A salesperson's job is to get in front of prospects and get them to make a deal with the company. This way, the company can have more revenue, and the salespeople can earn more money. How do you expect them to do what they are supposed to do best if they have limited access to your CRM system?
The problem is that sometimes CRM systems are complex and have confusing features. So, managers prefer to avoid this confusion altogether and limit the team’s access to only a few software features. However, I find this mindset to be a major business mistake. Give your team the time they need to familiarize themselves with the system and various features of it. This way, they will be able to use all the ins and outs of the CRM system your business uses, and the result will be more effective and positive for the company.
3. Clean Data
Make sure that the data you put into your CRM system is clean and accurate. Reports from multiple research done at small and medium-sized companies in the last decade indicate that a significant portion of the information that goes into any CRM is inaccurate or bad within 12 months. You will not target your audience correctly and impact them if your information on them is not correct.
I would strongly recommend that you make your team use the data enrichment plan feature of your CRM. This feature can take the existing data on your system and make sure that it is current and accurate.
4. Correct Reports
Ensure that you set the correct reports, analytics, and insights on your CRM for your team. As a manager, it is going to be very tricky for you to hold your employees accountable for things like call metrics, talk time, text messages, emails, closing ratios, called dispositions, and so on if the CRM you are using for your business does not have these key KPIs set correctly from the beginning.
Even if you have your reports set the way you actually want them and you can have insights and optics on all of the reports you expect from your team, you also should understand that inconsistent usage of the CRM may still breed inconsistent reports. A good CRM system is the one that reports on every single metric, insight, and KPI from your sales team.
You need to ensure that all of your third-party apps, all of your integrations, and your CRM all work together in perfect harmony. Statistically, the average salesperson has a minimum of 6 different tabs open on their browser with six different sales-related applications. When this happens, a manager’s work tracking and reporting specific KPIs from salespeople will be increasingly difficult.
It also ensures that salespeople do have one simple, comprehensive place to go for the various utilities they need to do their job correctly. This all-in-one approach is one of the cornerstones of any system in general and CRM systems in specific.
In this article, we did our best to look at 5 different, yet each important in their own right, ways of maximizing your CRM system's performance. No matter the kind of business you have, you need to make sure that your team's data in the CRM system is accurate and recent; otherwise, you will not be able to use that data to make important decisions for your company. Plus, access to different features of your CRM system must be granted to your team members so that they can use it more efficiently. Moreover, always issue regular reports from your CRM to keep everything up-to-date.
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