Do you need to troubleshoot your CRM processes and do they still work for your business?

A new article on CIO has taken a look at how best to explore your current CRM process and if you are having any issues, the sorts of problems that you should be looking to troubleshoot.

Data quality is the first thing looked at, and with good reason, as it is often cited as being a contributor to user dissatisfaction.  Some of the reasons for a lack of quality data include duplication of records, mis-owned or improperly assigned records, field accuracy (especially with contact details and addresses) and a lack of completeness.

Functionality is also noted by the article as being worthy of exploration.  For instance, if there are some items missing in the records, it needs to be asked if serious effort had been made to attain them early on in the project, so that the best chance possible had been given for completion.

Engagement is also noted as being a potential issue.  Remember, all users have to be continuously engaged with the process, otherwise some of the details can be glossed over and details are the key to effective CRM.

The article also looked at the two main areas that are usually cited as being reasons for poor performance.  Poor design, architecture and conception make up one area with the other based around implementation, development and deployment.  Essentially, one is structure and the other implementation of that structure.  If you are having problems, the root cause is usually to be found under one of these two 'umbrellas'.

As with all areas of customer relationship management, it can help a great deal to engage expert opinion and to make use of CRM software to manage the process. 

One of the two common mistakes with the implementation of any CRM system is that CRM is a piece of technology, and is implemented as such.  By taking this approach it is likely to lead to short and long term problems as CRM really is about strategy and methodology of how any organisation wants to centre and help its customers i.e. the customer experience or customer engagement with an organisation.

The other common mistake is that a CRM process has to evolve over time and post implementation of a new system like Microsoft Dynamics CRM it is key to make sure your business processes are reviewed in line with changes in thought process and customer reaction along with new enhancements to technology.

The process of monitoring you organisations CRM process is sometimes referred to as “Mind the Gap” as at all times the systems in place should support current thinking and ways or working.

With the evident changes in technology and work patterns customers have become savvier and with the birth and growth of Cloud Computing or Software as a Service customer expect more, and need access to organisations in new ways. These access points may be as simple as easy to use web site or access to support and customer service over social media, or access to accounts via a mobile device.

The reason that major corporate are investing heavily in to providing access to product and services via mobile devices is that computing and internet browsing as we knew it is going through a paradigm shift and as individual customers and works embrace the new technology we all want access to products and services in new ways.


To find out more from MyCRM and about how we might help you help your business follow the links below.

About MyCRM

MyCRM has over 20 years’ experience in understanding how CRM as a technology and CRM as a business process can work in business and has therefore we have developed a number of off the shelf extensions to enhance CRM productivity Our Spell Check solution enables businesses to integrate full spell checking in several languages directly on CRM records. Our Customer 360 View and search solution enables a snapshot of all activity on an individual customer.

We also offer from our own datacentre a fully managed version of Microsoft Dynamics CRM.

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