Do’s & Don’ts for Your CRM
When CRM systems are properly implemented, the results can be outstanding. But for a variety of reasons, CRM projects sometimes fail. So here are my Top Ten Do’s and Don’ts to ensure the success of your CRM project.
DO-Be intentional about allocating internal resources and schedule staff time specifically dedicated to your CRM software. Investing in a CRM platform is just that, an investment. And not just of the money to get it running, but the time it takes to make sure everyone knows what they are doing, so the software can work for you at its full potential.
DON’T-See CRM as just a software. Even for small jobs a CRM software is a strategic shift involving staff, processes, and procedures. Learn all that it can do for you, and take advantage of it. Even if there is a part that you are using in a different software, shifting as many processes as possible to one CRM will make everything run smoother in the end.
DO-Adopt and work to a CRM software management methodology. Meaning, planning all projects, tasks, and processes around your CRM software.
DON’T-Choose a CRM software solution until you have carefully jotted down what you will want it to do for you. Seriously...make a list of all the “things” you need a software to do for your clients: invoicing, emails, onboarding, task management, file sharing...the list goes on. Then list them in priority order and note your non-negotiables. Then when you are reviewing various software options, you will know which one’s to discard right off the bat and which one’s to pursue.
DO-Get everyone on board-make sure they clearly see the advantages, have provided input, understand the system, and are trained to use it properly. If they are unclear about how to use the software, or if it is difficult for them...they won’t use it. And this just leads to numerous issues with your business.
DON’T-Forget to update your documents, processes, and procedures to reflect changes when you alter, update, or change your CRM system. The software only works when you give it the correct information. Did your business hours change? Make sure that change is in your procedures document. Did you have a rate increase? Make sure your packages reflect those new rates so any new quotes going out are accurate.
DO-Review the software on a regular basis. As your business changes, so will your CRM system. Regularly review its functionality from a process, user, and technical perspective. Have a un-partial test person go in a complete your onboarding process, have them let you know what works and what was confusing or cumbersome. You want your clients to get through the processes pain-free otherwise they will stop and you could lose the sale.
DON’T-Expect to get the ROI instantly after deploying it. Learn that it is a gradual process. The return will look different over time. To start with it will look like saved time for your staff...better use of your payroll. Then it will show up in your current clients, they will enjoy the new process and tell others about it. Then it will be in the new clients you attract, they will continue through your processes and complete more sales.
DO-Choose a business partner/consultant that provides a full range of services, has more than one CRM software option, and can demonstrate their ability to implement your CRM system quickly. I have to say this is one where I’m not all the way up to par (yet!). I am really comfortable in one CRM software (Dubsado) and learning more about 2 others right now. But if I don’t know the software that is best for you & your business, I’m happy to learn it (if there is time) or I can refer you to someone who is already an EXPERT in your chosen software.
DON’T-Stop communicating! Arguably, the most common cause of failure of CRM projects is poor communication. In all aspects of business communication is key. Communicate with your team about the software, get their feedback, find out what isn’t working for them. Communicate with your consultant...let them know the wins & struggles you’re having with the software. Communicate with the CRM company (or have your consultant)...they want to know what isn’t working for their customers, whether that’s a bug or fault in the program, of a feature that would benefit your business. You probably aren’t the only one who would like to see a new feature...the squeaky wheel gets the grease!
BONUS: DON’T-Expect one platform to handle every.single.detail of your business. Find one that will handle the majority of your list (see #4), then find one or two others to handle the rest. But know, that not every software will do every task well. Generally speaking, task management software won’t handle your client communication well, likewise, your CRM will not be the best platform for your email marketing. That is why having a Systems Expert guide you through the process can be invaluable. They know about all the different platforms out there & what they are good at so they can help advise you on how to make the most out of the resources available to you!
There you have it...10 tips for choosing & using a CRM software.