Poor user adoption is viewed as a substantial part of the reason many companies do not get an acceptable return on their CRM software implementation investment.
Poor user adoption, however, can be viewed as a symptom of why many conventional CRM implementations don’t succeed as planned. It’s a symptom of an implementation where salespeople and other customer facing personnel are routinely tied to performing time consuming data collection and data entry.
This leads to the frustration of seeing collected data get old and lose its value quickly to provide salespeople with the information to carry out effective new and existing customer development. Compounding all of this is data scattered from other users that also loses its value. There is a lack of collaborative effort together with no processes in place to aggregate the information to use to develop strategy. There is not the people or systems in place to help create the best customer experiences and work toward creating customers for life. Overall, conventional CRM just isn’t doing it.
There is however an answer from our partner, SugarCRM. This is the emerging Next Level CRM that positively impacts user adoption. Sugar labels this the first Intelligent, no-touch customer experience CRM.
This a platform where no-touch means that salespeople need to do the very minimum data entry for information to enter records in the CRM. Here are some examples of where the information flows from:
A relationship intelligence tool that eliminates the need for manual research and data entry for the salesperson.
Incoming email from Outlook or Gmail flows into the CRM with often relevant and important information pertaining to the company or contact and automatically syncs it with the proper record.
Manual tedious and time-consuming tasks for salespeople are greatly reduced. They can spend more time on selling and less time on admin tasks. Customer and prospect automated follow up leaves salespeople for sales-building activities such as pipeline management and lead nurturing, most of which can be automated as well. Tasks, calls and meetings are automatically scheduled. Pertinent data is automatically entered into a record as a result of another activity.
Please look at a very insightful blog from our colleague, Dennis McCarthy titled: “3 Jobs You Can Automate Today with CRM”. Dennis looks at 3 jobs that historically take a lot of time for salespeople and others to do manually and less efficiently. And again-more time for selling! This also gives a look how automated processes are laid out with possibilities that are limitless.
We’ve looked at poor user adoption as the reason why a very high percentage of CRM implementations are not successful. Most is linked to salespeople and their wish to spend much less time on data gathering and data entry and more time selling. SugarCRM offers this with exciting new no touch CRM ways to gather and store this information.
SugarCRM also adds to label with Intelligent CRM. Excitingly for the first time the following is part of CRM:
Artificial Intelligence or AI
We will not go into how this is done by explaining algorithms or vast processing of data. We will say that intelligent CRM puts the data together from some of the internal and external sources discussed, dates it and then turns it over to machine learning technologies and gives salespeople and other users something called: Predictive Insights
This means that for the first time CRM users can be given an analysis of stored information inside the CRM and information outside the CRM (including emails) that can determine patterns and predict future outcomes and trends with customers and prospective customers. Salespeople as an example are guided as they manage sales to make changes to increase the number of won opportunities.
Customers based on buying history can be guided on buying patterns and recommended ways to save money, and even to purchase different and/or better products. It’s basically what is likely to happen and what to do about it. This is one important part of the process of creating a superior customer experience, and tantamount to creating customers for life.
This is predictive analysis with endless possibilities. AI is here with CRM and we’re excited that our partner SugarCRM is the first to bring it to companies of all sizes.
Back in April I published a blog titled: DIGITAL TRANSFORMATION IS MORE CRITICAL THAN EVER TO STAY COMPETITIVE
In retrospect we were excited about CRM’s contribution to digital transformation. Intelligent, no-touch CRM now plants CRM firmly as part of the digital transformation. We hope you appreciate the overall scope this blog represents.