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The Top Mistakes a Business Must Never Make in their CRM

Customer relationship management (CRM) helps businesses keep track of their interactions with prospects and clients. CRM is very crucial to your business because it enables you and your team to personalize your engagements and thus sell more effectively.

A good CRM system is essential in planning and creating a strategy for the future of your business. Without a good system, it can be hard to keep track of the progress of different aspects of your business such as sales, profitability, and overall business objectives. An efficient system enables you to analyse large amounts of data with ease; this allows you to make sound business decisions.

However, you have to make sure you are using the best CRM software suited for your business to succeed. In a competitive market like Singapore, the majority of companies use CRM systems to handle client data. This article outlines the key mistakes to avoid when implementing your CRM system.

Insufficient Investment in CRM

Many business managers cut back on customer relationship management in a bid to lower their operating expenses. This strategy only works in the short run. The operating costs do come down, but profitability suffers in the long term due to lost customers and missed opportunities. When creating a budget, customer service must take priority. Aggressive investment in emerging CRM technology is necessary if your company is to stay ahead of the competition.

Inflexible Systems

Most businesses select CRM systems while looking at the current level at which the company is operating. You need to choose a CRM system while taking into account the future growth of your business. The system you select might be successful for the first few years, but then what happens when your business grows? The CRM system you select should be flexible enough such that as your business grows, the system can be adjusted to handle new tasks and in higher numbers.

Using a Non-Mobile Optimized CRM

One of the challenges faced by businesses is getting CRM systems that their sales personnel can use. Most of the available CRM software is designed for desktop computers. Sales reps move around a lot as they sell your company’s products; this makes it difficult for them to access the CRM system. Consider choosing a CRM software that can be used on mobile devices is necessary. Sales reps can easily get customer information and therefore make each customer interaction unique and personal.

Lack of Social Media Integration

Social Media is becoming increasingly important as a CRM tool. A good business should track and record your business’s social media interactions with clients. These days most people take to social media to express their reaction to a product. Some customers prefer to get information or to make a complaint in a company’s social media pages. A review of social media engagements with your customers can be used to create lasting and beneficial relationships, which ultimately improve your sales and profitability.


Many people fail to fully utilize a CRM system because of one seriously mistaken assumption; they view CRM systems as address books. One of the main functions of a CRM system is to store customer information, but this is not all they are good for. Data stored in a CRM system can be used to predict customers’ future demands, and this can allow you to plan accordingly.

Inaccurate Data

Any system is as effective as the data you feed it. Dirty data can create some serious problems. Irrelevant or duplicated data slows down your system and hinders its ability to create accurate forecasts and analysis. Do not think that getting a CRM system will solve all your data problems. The data itself has to be clean before it can be fed into the system. You can significantly improve the efficiency of a CRM system by only keeping relevant data.

Lack of Understanding of Sales and Marketing Processes

Before you implement a CRM system, it is essential to understand your sales and marketing processes. You need to meet with your sales and marketing teams to discuss their operations and to find out the kind of information they need to carry out their respective duties successfully. It is also essential to know the type of information each team prioritizes to choose a suitable CRM system.

Lack of Training for Employees

It does not matter how good a system is if your staff do not know how to use it. Provide enough training to your employees to ensure that they can properly use the CRM system and exploit all it has to offer.

Finally, it is prudent to monitor a CRM system closely no matter how efficient it may seem. A program can miss minor details like typos in the emails sent to clients. You should also have a backup of the data in case the system fails.

If you avoid these mistakes, your CRM system will run smoothly, and you will see your business flourish.

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