A good CRM is meant to help your company surpass itself. From improving customer experience to gaining greater profits, the benefits no longer need to be proven. However, 30% to 50% of companies still do not achieve the expected results using their CRM.
What is it that could be preventing your company from accessing the full potential of your CRM? What are the greatest obstacles? According to Forrester, the complexity in accessing a general view of customer data is accountable for 47% of cases. Having employees who refuse to use CRM is also something that can happen. Not to mention the major issue of using inaccurate data… And many others… However, among all the major CRM issues mentioned by Forrester, some can be solved easily. You can eliminate a large part of these problems by using business intelligence. Here are 5 obstacles that your CRM could overcome with business intelligence:
1. Having access to a single version of the truth
Do you get the same results when 2 different employees are responsible for completing reports? Since it is hard to get the right data, many companies will obtain variable results. Each analyst will use their preferred system… having different data sources will inevitably lead to different analysis results.
2. Making decisions based on facts
A great majority of companies have a fragmented perspective. Information is not communicated on time to support decision making. It is not uncommon for a director to have to make decisions based on information that is several weeks old. The processing time required to compile the data needed to make this decision sometimes takes too long.
3. Improve customer experience
In the age of the customer, it is essential to provide a good customer experience. In many companies the customer experience varies greatly from one employee to the next and from one point of contact to another. The data that the company provides to measure the customer experience, is often distributed across multiple systems with different analysis paradigms (e.g. CRM, ERP, website, etc.).
4. Measure your results
How do you know if your business is flourishing? Another obstacle faced by many is the complexity of measuring good results and having tools powerful enough to have an overall perspective. The lack of reliable and standardized measurement poses a constant incertitude in the ability to track the evolution of a company and its data from one period to the next.
5. Increase the approval of your CRM
People are also a very important factor in the success of a CRM. If your CRM is not systematically used by your team, your data will be incomplete. Unfortunately, companies have a hard time convincing certain employee to systematically use CRM. Measuring your CRM data usage is a powerful tool which allows your teams to make the most of the investments needed to implement and maintain your CRM. Business intelligence can help you surpass these 5 CRM obstacles. Our next articles will elaborate in greater depth on how BI can solve each of these obstacles and unlock the full potential of your CRM.
Would you like to know more about business intelligence? Our webinar on Overcoming 5 Major CRM Obstacles with Business Intelligence, which was held on July 19th, 2018, is now available online for free. Click here to listen to it for the first time or to listen to it again.