CustomerTRAX - November Edition

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November 2017

www.CustomerTrax.com

How to Ensure CRM Meets Your Needs ADOPTION GAP

W hen an

already happened and typically only discuss what was not done. Their teams don’t buy in because they see it as a punitive, reactive measure based on untested assumptions. Developers, on the other hand, use software to improve practices and systems going forward, by using them as a tool to learn and confirmwhat’s happening This forward thinking comes from a clearly defined purpose. It puts everyone on the same page and lets them know why behind what they are doing. Knowing some results you want to achieve through CRM is a good starting point, but it’s more important to understand your purpose. If you don’t want to suffer from the adoption gap, you need to bring more to the table than an abstract goal. You need to understand how the software will help you investigate the inner workings of your company. Use it to prove theories and gain perspective on questions you cannot answer today. Most importantly, do not make assumptions. If you“think”you know, you likely do not actually know what is happening. The majority of system implementation failures are due to relying on assumptions. If you do not discover new things you were not aware of while implementing a system you are likely missing on the biggest benefit. – Gordon Hilleque

Over the course of the coming months, beginning with this issue, we’ll be diving into each of these goals in more detail inside the newsletter. We’ll discuss how Handle can help address these issues with specific functionality, and how to make sure you’re getting the most out of CRM toward your desired ends. In this space, though, I want to talk something we call the“adoption gap.”The seven items listed above are all desired results, but they are not the same thing as a plan of action. While all of these results are achievable, none of them can be accomplished without one critical thing: a clearly defined purpose. Think of your purpose as the“why”for targeting specific results. Youmay want to“Minimize Risk,”but answering why truly explains what it will do. Inmany cases this may seem like an obvious answer. However, we find the more obvious it seems to you, the more likely it isn’t clear to your teammembers. Everyone has different roles and perspectives in a company. Don’t assume everyone else knows what you do. The adoption gap also arises when companies focus too much on the past. CRM should be about finding holes in your process, targeting these areas for improvement, and creating a stronger future for your organization. You often hear us talk about the difference between companies that are“trackers”and those that are“developers.”Trackers adopt CRMwith an eye toward measuring what

organization adopts CRM,

they usually do so with an outcome in mind. How they’re going to use the software to get that outcome, though, is usually a lot murkier. Over the years, we’ve talked to company after company, and some of the same desired results pop up regularly. As we’ve mentioned before, you need to approach CRM adoption with a clearly defined purpose if you want to be successful. With that in mind, we wanted to address the seven most common outcomes we hear about from companies. 1. Easy Access —Having relevant information available at your fingertips. 2. Market Coverage — Ensuring that you’re reaching all possible customers in your market. 3. Repeatable Processes —Consistent processes across the organization. 4. Customer Loyalty —Building long-term relationships with dedicated follow-up and support. 5. Minimized Risk —Making strategic educated decisions to maximize profits. 6. Shortened Salescycle —Minimizing time between first contact and a sale. 7. Continuous Growth —Growing your business at a sustainable, steady rate.

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