5 tips for improving CRM usage
The list of reasons why manufacturers utilize CRM is as long as it is compelling. From accurate demand forecasts to improved product quality to a more intelligent supply chain, CRM is a tool that can help manufacturers stand out in a highly competitive industry.
Unfortunately, too many manufacturers think that an initial investment in a CRM is all that is required to reap the system’s many potential benefits. In fact, a survey of large manufacturers by Manufacturing Business Technology found that a third of respondents are working with CRMs that are as much as a decade old.
Here’s the reality: Like everything else in life and business, CRM systems only work well—and, importantly, can only achieve always-evolving business objectives—when they are monitored and assessed regularly. One big hint that your CRM isn’t doing all that it can to achieve your company’s most important business priorities is when usage among your staff drops. That is a clear indication that the software isn’t as useful and intuitive as it was when it was first implemented.
While this is a sign you might want to consider a CRM upgrade, that doesn’t solve the more immediate problem of decreasing usage. And it’s a problem you want to solve sooner rather than later.
Increase usage to improve data integrity
One of the biggest benefits of a CRM is visibility. When employees stop using the CRM regularly, the visibility you’re counting on is compromised by incomplete data. The picture you get isn’t accurate, and that affects things like forecasting and inventory and resource planning. That means it’s critical to nip usage problems in the bud, even if the ultimate solution is upgrading your CRM.
Here are five ways to do that.