Expertise Beyond the Numbers

Ensuring CRM Success with Consistent Adoption, Accessibility, and Quality (CRM Evolution, Not Revolution, Pt. 3) [Blog Post]

In the following blog post, SC&H Group’s Microsoft Dynamics Consulting Services team explores three pillars of the CRM Capabilities Maturity Model: user adoption, information ubiquity, and data quality.

The successful implementation and use of CRM requires not only a customer-centric culture, but also effective user adoption, easy access to customer information, and regular entry of accurate, high quality data.

In this third part of a four-part series, we will discuss how ensuring consistent user adoption, establishing information ubiquity, and maintaining good data quality can help you develop a sustainable CRM strategy.

Pillar 2: User Adoption
To ensure a fully optimized CRM system and strategy, employees must consistently record important customer interactions into the CRM database. That way, the system works with both past and present information—allowing employees to easily access customer history at the time they need it.

Then, during a customer interaction, employees can rapidly respond with the proper products/services. In addition, their responses can be shaped by knowledge of the customer’s specific preferences and past issues, resulting in a more personalized customer experience.

For instance, a CRM system with high levels of user adoption will have the data employees need to quickly reference any open service cases, emails, phone calls, or notes when making a sales call.

Pillar 3: Information Ubiquity
User adoption is also essential to achieving information ubiquity in your organization, ensuring that employees always have access to transparent customer information. After all, a customer’s perception of your business is greatly affected by how well you know them.

In an ideal scenario, every employee who interacts with a client understands that client and their situation. This knowledge allows employees to make customers feel more valuable and understood, increasing their loyalty and willingness to return.

To achieve this, employees must record information about important client interactions and share it with other staff. This is where CRM is key. For the information to be accessible, it needs to be consolidated and presented through a single software interface.

Pillar 4: Data Quality
A CRM system is only as effective as the quality of data it contains.

While good data allows employees to make informed decisions and create exceptional customer experiences, bad data can lead to poor customer service, misleading data in reports, and faulty business decisions.

Unfortunately, there are many compounding pitfalls in the path to maintaining good data. For instance, some of the most common CRM data issues and their resulting consequences include:

  • Bad information entered on a customer record, resulting in poor customer service.
  • A note incorrectly written within a record, leading to employees asking a customer confusing questions.
  • A contact card created without first checking the system, causing duplicate records and recipients receiving multiple copies of emails.

While some CRM software can block or alert employees about duplicate entries, those features are prone to error when dealing with close, but not exact, matches. And, as time goes by and users enter or import data, quality can deteriorate without processes to maintain it.

By periodically and consistently ensuring that CRM information is current, employees can reduce the likelihood of these errors and improve data quality. Then, the CRM can do its work—maintaining customer data with accuracy, transparency, and accessibility.

What other areas are required for a successful CRM strategy and plan? Stay tuned, as we will explore the last three pillars in part four of this blog series.

Want to discuss your organization’s CRM maturity level? Contact us to explore how SC&H Group’s Microsoft Dynamics Consulting Services team can help you realize your company’s full potential.