CRM Data Administration

Taking the CRM out of sCReaM

minute read

Post Image

Your customers are the most important part of your business. This is why most organisations choose to implement a Customer Relationship Management (CRM) system. However, only 47% of businesses with an implemented CRM have an adoption rate of over 90% in the business. Interested to see how your business can be one of them? Let’s explore some practical approaches to better manage the data in your CRM and boost user adoption. 

What are the challenges?

As a Salesforce CRM user on Validity’s Service team, my needs from the system are quite simple: a list of accounts containing some basic information on team members, ARR, state, and country. For active accounts, I also need to see contract start and end dates, contract value, product groups, and all open cases and opportunities my team is working on.

Duplicated Activity

Unfortunately, while Salesforce CRM does have all of this information, it’s not displayed on one page. In my case, things are even more complex because due to our company’s recent acquisition, the information is stored in two different Salesforce instances. This means I must log in to the correct Salesforce instance, run my reports, and export the data to a spreadsheet. Afterwards, I need to arrange the data the way I like, using conditional formatting for ARR, renewal date, case priority, and opportunity status. Now the data I need is in a format I can use, but there’s a problem: within a day, this data will be outdated!

For example, when I review my NSW accounts, perhaps to assign a new team member, I may not be able to trust my data. The ARR may have changed, new contracts may have been added, and new cases or opportunities may have been opened. So, I’m forced to go back to Salesforce, open each account one by one, click on the relevant tabs, check all the pertinent information, and act accordingly. If I could magically plug my spreadsheet into Salesforce CRM, I could do everything in one click and save myself tons of time!

Sales Inefficiency

Imagine I work in Sales for a business that makes lots of phone calls, and I’m responsible for documenting all interactions in real-time and concurrently organizing follow-ups. The time spent on each click matters because it affects both my success and the company’s revenue. If the CRM doesn’t help me to be efficient, I won’t use it. Instead, I will use notebooks and spreadsheets to cope with this dynamic sales environment. The result of my alternative process is outdated data, lower long-term adoption, and reduced sales productivity—all of which negatively impact the company’s bottom line.

Manual Data Manipulation

I spoke with my Marketing Manager and asked what challenges she faces when using CRM data to run a marketing campaign. Her biggest challenge is data that is captured from multiple sources, meaning she spends hours on standardisation (NSW or New South Wales, Australia or Aus) and removal of duplicates. This simple work really consumes her time!

… and many more!

By this stage, I’m ready to scream, and I’m sure you are too! Our recent State of CRM Data Management report quantified the challenges posed by poor data and low adoption: 95% of participants report having some CRM data quality issues, only 27% of them have a true 360-degree view of their customers, and 75% of them agreed CRM data issues negatively impact the performance of multiple departments.

How can you drive end-user adoption?

CRM end-user adoption is more to do with changing behaviours. Human nature means people are hesitant to accept change. When they do need to do something, especially if they don’t like it, humans naturally follow the path of least resistance. Therefore, to achieve adoption, processes should be as frictionless as possible to ensure people get what they need to do their jobs.

Remember, CRMs are not simple systems with everything on one page. If they were, we wouldn’t have these common challenges. A quick win is to use easily connectable, third-party solutions to transform your CRM into a seamless and intuitive end-user interface.

Make your CRM as easy-to-use as possible!

First, if you haven’t already checked out GridBuddy Cloud, now is the time. GridBuddy displays all the data you need from multiple objects, in multiple Salesforce instances, as a single, editable grid. One of our APAC customers referenced GridBuddy Cloud on review sites G2 and TrustRadius, saying it helped boost their CRM’s Return on Investment (ROI) simply by allowing their salespeople to make more outbound calls and handle more concurrent tasks!

Second, “easy-to-use” relates not only to the CRM’s interface, but also to the utilities needed to maintain high-quality CRM data. How do you perform mass data manipulation with minimal manual work to avoid human error and increase efficiency? This is the major benefit of DemandTools, a powerful CRM data suite that easily integrates with your CRM system. DemandTools instantly solves our Marketing Manager’s pre-campaign data standardisation challenges.

Want to learn more?

I experienced these challenges myself when using CRM. GridBuddy Cloud and Demand Tools help me solve these problems easily, and I highly recommend you use these tools too! If you transform your CRM platform into an easy-to-use system, adoption and ROI will increase significantly. It’s the simple things that can make the biggest differences!

Ready to get started? Contact us now to learn more about how we can help your business reach its goals.