CRM decreasing productivity

When you adopt a CRM for your team, you go into the purchase with some expectations and promises set out by its manufacturer. It should be making life easier for your sales reps. It should give you an accurate look at all angles of your company’s performance. It should push your numbers to new highs. It should give enough value to be worth the price you’re paying.

These changes were all promised to you, but are they really happening? A CRM isn’t a panacea, it can’t magically transform your sales results. If your team isn’t using the software effectively or if the tool you have doesn’t match your needs, your team may actually be less productive. As a manager, you can’t run that risk. Here are five common issues with CRM that may be causing trouble for your productivity.

1. Data entry is turning your reps into robots.

Nobody signs up for a career in sales or account management to spend hours logging numbers in a spreadsheet. Data entry is the bane of existence for just about any job. Unfortunately though, data entry is an evil that accompanies many CRM systems.

At Base, one of our major focuses is on eliminating data entry. For example, Base’s drag and drop interface allows reps to perform actions significantly faster, eliminating unnecessary clicks and data entry. An out of the box phone integration allows reps to make calls from their computer or mobile device. All calls are then automatically logged and captured, thus saving time for the reps who don’t have to manually enter the data!

2. Duplicate data is making a mess of your system.

Especially when multiple reps are working on a single client, there is a high risk of entering duplicate data into the CRM.

Set a protocol for how your reps should handle data entry, when new data needs to be entered. Have standards for what information to include and how to organize it within the database. Then make sure that everyone in the company knows and obeys those rules. Also, make sure that they devote a little bit of time to regularly performing quality control.

3. It’s so complicated that your reps get frustrated and stop using it.

CRM should make work easier for your team, but some products have so many features and menus and options that the software becomes a maze. Your reps will be trapped by the technology rather than liberated.

This can also be a cause of the above issues with data entry. Maybe you’ve already got an entry for your contact at a big company, but it isn’t easy to search for and your rep creates a duplicate. Or if it’s a pain to create a new lead, your rep may decide that the likelihood of that chance encounter turning into a customer is low enough that he won’t bother entering the name and email address into the system.

Usability isn’t just a buzzword. How your team interacts with the software can have a big impact on your business. Make sure that impact isn’t a negative one. If a CRM is too hard to use, then your reps won’t use it and the system won’t be worth your investment.

4. Inaccurate reports are causing your to make bad business decisions.

Having the wrong data in the CRM doesn’t just impact the outcome of that particular sale. It also means that any reports including that sale will not be true reflections on your team’s performance. To operate most efficiently, everyone in the company needs to be on the same page and using accurate information. When you can’t get the information you need at the top levels of your company, you won’t just be facing problems with inefficiencies. Inaccurate reports can lead to poor business decisions that end in lost deals, profits, or even jobs.

If you’re going to rely on CRM reports and analytics to guide your business, then you need to trust that those figures will be correct. At Base, the reports we offer out of the box redefine CRM reporting. For the first time in CRM history execs get powerful, visual and powerful reports from the get go.

5. It can’t keep up on mobile.

Your team is always on the go, and they need tools that can keep pace. If the CRM they’ve been given doesn’t work on mobile, then they can’t be as effective when they’re away from the office. Or if the system doesn’t sync automatically, you may send them into client meetings with incorrect information. Both of these situations will slow down your business when the tool is supposed to be speeding things along.

Make sure to test out the mobile features of a CRM before you buy. If it can’t match the speed of your busy reps, then it’s not a smart investment for your business.

If you think your current CRM is decreasing your productivity, let me know. We have a big vision for how CRM should be that you might like.