7 common CRM issues and how to avoid them
Customer Relationship Management (CRM) systems help businesses generate more new business and keep customers for longer. But what are the most common pitfalls of CRM? Why doesn’t every organisation that implements a CRM solution thrive and grow? This article highlights the challenges of implementing CRM and how to avoid them.
7 common CRM issues and how to fix them
Whether you’re completely new to CRM or a seasoned CRM user, CRM implementation can be a challenging process. This article highlights the challenges of implementing CRM and how to avoid them. Understanding these challenges is a crucial step in choosing from the hundreds of cloud-based CRMs that are now available. Read on to learn more about CRM, common pain points, and how to navigate them. If you're not sure what a CRM is, read our article What is CRM?
The journey to CRM success can be fraught with problems. Whether it’s an overcomplicated setup, lack of buy in from the team, or incompatibility with existing systems, implementing a CRM system can cause headaches and derail successful user adoption. Let’s explore the top 7 most cited CRM issues, and how to fix them:
1. Privacy and ethical issues in CRM
With a huge amount of sensitive data stored in CRM systems, privacy and ethical issues in CRM are a crucial consideration. A lack of adequate security measures leaves organisations susceptible to data breaches and compliance violations. To mitigate these security risks, businesses must consider CRMs that prioritise robust security protocols such as SSO (Single Sign On), two-factor authentication, and data encryption.
To take this to the next step, encourage thorough employee training on security measures and data handling practices to help uphold ethical standards and safeguard customer privacy.
2. Poor Data quality
One of the key challenges of implementing CRM is poor data quality. Whether it’s poorly structured, redundant data, or both, the impact is equally damaging to an organisation's operations. When data in a CRM lacks accuracy and structure, the efficacy of a CRM can be impacted. Not only is it difficult to derive useful insights, but poor data quality can impact decision making.
To address this CRM issue, processes on collecting, managing, and structuring data must be refined. From establishing clear policies on data maintenance and cleansing, to using CRM functionality for data entry best practice, data integrity is essential. Think of poor data quality in a CRM system like building a house on a shaky foundation. A house that is comprised of low-quality material risks collapse. If a CRM system relies on inaccurate data, its value is completely undermined, and customer relationships are compromised.
3. Cost vs. value
A core challenge of CRM implementation lies in cost. Striking the right balance between cost and value has never been more pertinent in today’s business environment. Businesses can be enticed by cheaper CRM solutions; turning a blind eye to the lack of features for longer-term success. Neglecting to consider the scalability of a CRM solution is an issue faced by those that prioritise free, freemium or cheaper CRM solutions, stifling growth. This can result in businesses quickly outgrowing the solution and having to entirely uproot systems.
Instead, organisations should carefully consider competitively priced CRM solutions that offer ROI from day one such as Access CRM. CRM solutions like these encourage business growth and can adapt with evolving business needs, delivering long-term value in the face of CRM implementation challenges.
4. Lack of communication and collaboration
Poor communication and collaboration between teams can lead to poor quality data, duplication issues, and inefficiencies within CRM systems. Consider a scenario where leads are fed through the CRM system by the Marketing team and through to the Sales team, but where these teams aren’t aligned on how they qualify leads and manage the follow up process. This miscommunication can easily result in wasted efforts and lost sales.
By fostering a culture of collaboration and implementing effective communication channels across teams, organisations can streamline processes and enhance CRM effectiveness.
5. CRM Customisations & Integrations
Choosing a CRM that fits business requirements is critical for long-term success, but many organisations struggle to find the optimal balance of features to best serve their needs. What may be a crucial feature for one company could prove entirely irrelevant to another, which is why customisation is such an essential element in CRM. Customising CRM allows for organisations to future-proof their systems and processes by adapting to technological advancements and ever-changing business requirements. It's not uncommon, in fact, it is anticipated that business requirements change over time and so CRM solutions should facilitate for change. The ability to modify and extend CRM functionalities means that systems can solve unique problems, remain relevant, and continue to support business growth.
Let's not neglect the importance of being able to customise a Content Management System (CMS). This offers a myriad of benefits including, the ability to adapt to changing needs and evolving technology trends, solve unique business problems, and integrate with other software and apps for a broader ecosystem of complimentary systems. Customisation equips businesses to tailor the CMS to their specific needs which enhances operational efficiency and improves overall performance. Integrating CMS with CRM enables seamless data exchange and clear cross-team communication, facilitating better customer engagement and lead management.
By leveraging the customisation power of CRM and the broad integration capabilities, businesses can overcome unique operational challenges and hurdles related to lack of features, empowering them to maximise the value derived from their CRM investment.
6. Technical support and difficulties
A CRM with subscriptions that include both self-guided online help and technical support are always worth considering. Without adequate technical support, businesses can encounter CRM issues leading to downtime and reduced productivity. Support options such as email and live chat can be a deciding factor when choosing a CRM vendor. Not only will onboarding support be required in CRM implementation, but access to a customer success team and technical support will prove essential to achieving ongoing ROI.
Imagine a scenario where a mid-sized business decides to implement a CRM system to streamline sales processes. They opt for a CRM package without technical support to save costs. One month in, they encounter a technical issue when setting up their CRM, and as a result, crucial data isn’t logged in the system leading to missed follow-ups and lost sales. By investing in a CRM solution with robust technical support, organisations can mitigate risks, overcome the challenges of implementing CRM, and harness the full potential of their CRM for long-term success.
7. Choosing the right CRM
The process of selecting a CRM can be fraught with challenges that could have long-term implications. CRM implementation issues can appear in many forms. One common pitfall is neglecting to consider the needs and preferences of the end-users. A CRM should work for your whole team – from your sales and marketing teams, right through to customer service and finance. If a CRM doesn’t align with the workflows of users or adequately address end-user requirements, this can result in low user adoption rates and greater resistance to change, leading to decreased productivity spanning across multiple areas of the business. Instead, prioritise a CRM with a user-friendly interface that has functionality for the whole team to enjoy, with a track record of positive user adoption and high rating for ease of use.
To determine the best-fitting CRM for your business it is imperative to consider the scalability of a solution. A failure to anticipate or plan for growth will result in outgrowing the system prematurely, ultimately having to uproot systems and processes to enable growth. When you outgrow a system, costly migrations must be undertaken or extensive customisation where costs quickly rack up and disrupt business continuity. Scalability is often overlooked when selecting a CRM despite the importance of a CRM being able to adapt and scale accordingly to support growing customer bases. Carefully assess whether a CRM has the capacity to accommodate future expansion before implementing an ill-fitting platform that hinders business efficiency.
Another common mistake when selecting a CRM is the temptation to prioritise cost over functionality. Many users will take a solution at face value instead of considering how powerful a tool it can be when leveraged properly. While opting for a cheaper CRM may seem appealing, hidden costly add-ons and modules can catch you out. Investing in a CRM solely based on price leaves businesses more susceptible to CRM issues in the long run, including a lack of customisation, features, and technical support. Consider opting for a more competitively priced CRM system that offers integration to existing or preferred payment, accounting, ERP, and marketing apps.
The consequences of these CRM issues can be far-reaching, impacting sales, performance, customer satisfaction and overall success. The prevalence of these consequences emphasises the importance of addressing and rectifying CRM issues, which is paramount for businesses seeking to leverage their CRM investment effectively.
Selecting the right CRM for your business matters. Here are our top 5 tips for selecting the right CRM for you:
- Assess your specific business needs and objectives
- Prioritise user-friendly interfaces for better employee adoption
- Evaluate the total cost of ownership, including scalability
- Consider integration capacity & seamless integration with existing tools
- Prioritise data quality, security features and compliance
Avoid common CRM issues with our Access CRM solution
At Access, we understand the importance of overcoming the challenges of CRM implementation. Our Access CRM solution is designed for any business in any industry. It unlocks unique sales analysis for your customer-facing teams through market-leading accounting and ERP integration. Discover how Access CRM is built for sales growth with a 14-day free trial.
Looking for a sector-specific CRM to suit your business? Take a look at what we offer: