Breathe Easy About Your CRM

A decision to deploy CRM is a major strategy initiative and often companies are faced with questions regarding the usefulness of CRM. Even though CRM spending is on the rise, the number of CRM deployments that are failing is also very high and this leads to doubts and misconceptions about the efficacy of CRM. Moreover, most companies that deploy CRM report unsatisfactory ROI. Given below are some common fears and misconceptions harbored by companies looking to deploy CRM.

1. CRM is not for everybody – Most people harbor an idea that CRM is meant only for big companies and even at an individual level employees feel that you need to be especially qualified to master CRM processes, this approach bordering on rank neglect of CRM processes affects adoption rates within the company. Issues of data security, skepticism regarding the competitive advantage gained by deploying CRM and lack of clarity concerning the changes in roles and responsibilities are some of the issues that cloud opinions on CRM.

2. CRM is too disruptive – Often employees are unwilling to make alterations in their manner of working. Habits acquired over years of following set processes are hard to change; more so when employees are convinced that a change is not required and the one being proposed i.e. CRM is only going to be a disruptive influence. There is often a deep down insecurity of being rendered redundant in the new scheme of things.

3. CRM exacerbates the problem of conflicting data – Another falsity arising from an individual’s irrational fear of technology. But it’s not entirely a misconception. Very often CRM deployments cannot successfully integrate the new CRM software with legacy databases and this can create frustrations for the end user; however this is not sufficient grounds for holding a grudge against the concept. Proper deployment and correct user training can prevent many data-related mishaps that occur if CRM is not implemented correctly.

4. CRM does not make it easy – A common doubt raised by prospective CRM users is that running the system requires inputting vast amounts of data; following CRM procedures eats into a sales person’s time which he could otherwise utilize for generating and following up with leads. Again not true. CRM makes lead generation that much easier and plugging data is a team effort wherein everyone from the sales persons to the IT admin has a role to play.

5. CRM is a cure-all – A misconception more commonly found with the decision makers who do their best to spread and percolate their unwarranted enthusiasm throughout the company and in doing so they set unrealistic expectations from the system. CRM cannot help if business strategies are not in place and business processes are not followed in a competent manner.