Debunking CRM Myths: Maximizing Your Return on Investment
Despite the many advantages of a customer relationship management solution, organizations are sometimes skeptical that they can benefit from one as well as its true ROI. As Microsoft Dynamics 365 Customer Engagement experts, we at JOVACO often have to debunk the same few myths and misconceptions whenever we are called to analyze an existing system that was seen as a failed project in the company’s eyes.
Are they completely baseless? Not quite, but these myths are usually the result of some underlying issue that hasn’t been addressed properly. People quickly forget that it’s only a tool: while it can certainly help your organization, you still need people behind the tool to get the most out of it.
Here are a few CRM myths that JOVACO has encountered and how to ensure a different outcome:
Myth #1: Employees will not use it. We understand where this concern comes from: organizations sometimes struggle to ensure a high user adoption rate for their new CRM solution. Users are often resistant to change; if left to their own devices (pun not intended), they will often return to their old habits instead of adopting the new solution. However, this outcome is far from being unavoidable.
Solution: It’s essential that end users understand what they have to gain from the new solution and that they are properly trained to use it. Making them part of the process by implementing their feedback will also go a long way to ensure that they adopt the new CRM. For this, management needs to support the implementation of the solution, ensuring that users are properly educated about its benefits.
Myth #2: It will only benefit a few people in the organization. This misconception is often the result of a lack of global vision in the organization. A CRM can do a lot more than just store your contacts, but without a proper vision in place, companies often end up with a glorified Rolodex that offers little return on their investment. This needs to be a team effort to ensure that the CRM benefits more than just the sales department.
Solution: Implementing a new CRM solution within your organization should be a company decision, and not only that of the sales department. Microsoft Dynamics 365 Customer Engagement offers a ton of integration and customization possibilities, which means that users across your organization can leverage the features and functionalities of the CRM for their own purposes. A cohesive vision needs to be communicated to the implementation partner to ensure that the CRM is adapted to your reality.
Myth #3: It has no long-term value. Of course, it is hard to justify such an expense if the CRM is implemented willy-nilly and little is done to ensure that users and departments actually benefit from it. For your organization to see its return on investment sooner rather than later, you can’t simply install the solution and hope for the best: it’s important to know what you want to get out of it, and focus on those elements post-implementation.
Solution: By identifying the processes, KPIs and reports that you want to improve within your organization, you can consolidate data and assess your success by focusing on these areas. Compare the benchmarks and KPIs identified at the start of the process to your current numbers and see what areas need to be improved. If needed, your implementation partner will be able to help you reach your targets and make the most of your CRM solution.
Microsoft Dynamics 365 Customer Engagement is scalable and highly adaptable, ensuring that it can be used within your organization for several years. A successful CRM implementation requires planning, teamwork and organization-wide coordination. Fore more information, read our series of articles 5 Tips to Ensure a Higher User Adoption Rate when implementing your New Microsoft Dynamics 365 Solution: Before the Implementation, User Training, and After Go-Live.
By JOVACO Solutions,