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Why Crms Dont Work For Businesses


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"Excellent customer service is the number one job in any company! It is the personality of the company and the reason customers come back. Without customers there is no company!" -  Quote by Connie Edler, a financial consultant.

Companies are now waking to the idea of the tech revolution, and it applies to small and medium sized businesses thanks to the ongoing pandemic. A patisserie in Jammu or a handicrafts unit in Rourkela is all rushing to onboard different tech tools such as a CRM. However, evidence points that CRM deployment in many cases just turns out to be a case of “soda with no fizz – just flat”. Why is this? Are CRMs such inefficient that failure is just some time away.

Listed below are two main reasons why CRMs don’t work for businesses:

  • Focus is on tech and digital tools by the business, and not on the goals / objectives to be achieved with onboarding a CRM. While companies are taken up by the many digital tools and features present in a CRM, they forget to define the objectives / outcomes that need to be achieved.  Enhancing revenue growth? Improving the client experience? Minimising operational expenses? Streamline decision-making? Without the absence of clear business objectives, brands are at a loss to obtain any value from their investment, be it any top brand they choose to go with.  It's only once the management / stake holders brainstorm and lists the intended outcomes can the CRM be an asset in achieving the same. Hence, all companies should spend time on this crucial issue before investing in a CRM. 

  • Functional CRM goals are not defined. All companies being unique in their own ways need to be careful in their selection of a CRM and implementation partner.  A company invests in a CRM so that they remain ahead and perform better than their rivals in the market. Using business goals to define the CRM implementation can make or break the project. All companies should partner with a licensed and experienced Salesforce partner like Codleo (with a vast pool of certified staffers) who are happy to help them identify these outcomes from the very beginning. Providing A to Z engagement takes care of steady product focus and enhances time to value. 

It's about time that the above-mentioned mistakes are not repeated by businesses. Don’t get carried away by CRMs, their different tools, and features that seem attractive on the face of it. Relying on tech tools without getting your homework done is only setting up yourself for abject CRM failure. You can keep onboarding different CRMs but the result will be the same. So be smart, do your homework, and get in touch with us for deploying Salesforce for growth.

About the Author

Anand Sharma

Anand is a Salesforce Evangelist, joined the Salesforce ecosystem in 2014 helping customers to be successful with Salesforce, and joined Codleo to share the goodness with even more developers all around the world. He is based in New Delhi, with his wife, and he tries to escape summers every chance he gets.

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