Your CRM software can be your best tool for starting and keeping great customer relationships. But if everyone at your business is using it differently, some of that value is being lost.
It’s a good idea to assign a manager to head up your CRM efforts. They don’t have to be an iron-fisted dictator. You just need someone who can see the big picture and help make sure all of your contact puzzle pieces are fitting together. When they do, you’re whole team has better insight into each contact.
Develop Strong CRM Workflows
I’ve talked about how important it is to have your CRM workflows mirror what is already working. Getting a good workflow in your CRM is pretty important. As a piece of software, it’s job is to support the team, not to make life harder for them.
Without someone in charge, everyone develops their own workflows
Putting someone in charge of the overall workflow makes sense. They can match up individual working habits and find the features in your CRM that work best for your whole team. They can also keep everyone on track, reminding them to copy in their emails, update profiles after a phone call, or to assign tasks.
Without a person in charge, everyone will likely develop their own workflows for using the CRM, or even worse, won’t use it at all, which will hurt the rest of the team when they need up-to-date contact info.
Keep Your CRM Organized and Useful
Just like you need everyone working together to keep your office clean, you need your whole team committed to keeping your CRM up to date. However, one person should drive this. Assign someone to do things like check for duplicate contacts, decide which tags should be and should not be used, and to determine which custom fields are the most important.
Good organization needs a good plan
By having one person always paying attention to how organized your CRM is, you can keep it useful for everyone. Good organization needs a good plan. When you are really using your CRM, your team is dumping in information from emails, social networks, phone calls, online web forms, invoices, and more.
Having someone on the look-out for contacts that need to be merged, or contacts that exist only as email addresses and need more information, or even contacts that no one has communicated with in over a year can help your CRM stay lean and mean.
Onboard New Users (And Keep Everyone Engaged)
CRM is a tool that becomes more useful as more of your team use it. Sure, it can be a silo where the sales team or the social team manages their contacts. But none of your contacts live in just one silo. They will be touched by multiple people in your business throughout their relationship with you. If each of those people can get a good idea of who they are dealing with, everyone can provide a better experience. The result? Happy customers!
Make sure someone is responsible for making your CRM a success
This means you should have someone who really believes in the power of the CRM who can teach everyone else how to use it effectively. This person can show new users how to work all the levers and she can also encourage the team to use the CRM every day.
There are two qualities this person needs. One is a passion to teach. Not everyone can show other people how to do something. The other quality they need is flexibility. Not everyone will use the CRM the same way. Sure, they will have to conform on some things, but overall the CRM needs to support their work habits. The job of the teacher is to show each team member how the CRM will benefit them and the company as a whole, and to help develop the habit of using the tool.
For many small businesses, there will be one person who does all three of these things. But feel free to plug more people in. The main goal is to make sure someone at your business is responsible for making your CRM software a success.
If you ran a landscaping company, you wouldn’t just throw someone in a backhoe and tell them to figure it out as they go along. The result would be a holey mess! The same goes for CRM, the tool that you use to manage customer relationships at your business. That’s a pretty important thing to get right, so make sure someone is managing it.