Time to put your CRM system on a features diet!

Yes it’s true when your company departmental leadership team gets finished with a CRM project they have included the sky, the moon and the stars as desired functionality but what you get as a user is a bloated unusable CRM system.

My recommendation is to put your CRM platform on a CRM features diet and get lean and mean if you want strong user adoption.  The key message is priorities your features & configurations based on the benefits you are trying to deliver to the end user community ala sales, marketing and service teams who have to live within the system you build.

Ideas on how to execute on your CRM features diet to create immediate impact or benefit to the user might be:

  • Clean up forms and only include required database fields.  Ask yourself why you need specific information and when was the last time anyone used a specific field.
  • Provide drop down selections to keep data consistent and clean.
  • Integrate with 3rd party data providers to insure data is up to date and relevant.  My personal favorite can be found here!
  • Build automated process to eliminate repetitive tasks.
  • Call your top 3 sales, service and marketing eagles up and ask them what can be done in the CRM platform to deliver a better solution.
  • Consider a cloud based deployment to minimize IT involvement.
  • Incorporate a 3rd party marketing tool to drive drip marketing campaigns that provide relevant and actionable data.
  • Ask the users what personalization they are after and then deliver it by role in a real time dashboard!
  • Eliminate screens, commands, views and reports not relevant to the targeted users.
  • Toss in telephony integration with screen pops to give back something to users!
  • CRM now equals mobile so make sure you deliver on this as a top user priority.

Make CRM system adjustments a ongoing priority and your organization will demonstrate successful, repeatable processes with performance measurements that will deliver strong CRM user adoption.

– Tracy

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