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4 Ways You’ve Used CRM Data Wrongly

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CRM Data
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With proper use of CRM data, you can increase profits and build better customer relationships. These are ways in which you can use it better.

Using the CRM system properly can be the difference between success and failure in many operations. Sadly though, some small businesses have not exploited the full potentials of their CRM data or even worse, some don’t make any use of it at all.

In the automobile sales industry, dealers have started to utilize data analytics to set price points that will be palatable to buyers. The primary issue, however, is the inaccuracy of the data available to them, and this is mainly as a result of the wrong use of CRM tools.

It is quite difficult to analyze data from a small business. You can’t do any proper analysis without accurate data to start with. If used correctly though, a CRM solution will help organize and improve the volume and quality of leads. And if these leads are nurtured properly, you begin to see an increase in sales and profits. The value of CRM is clear to see.

Getting accurate data

The target market for CRM providers has always been enterprise companies. However, as time went along and the systems were adopted mainstream. Sm, all and medium-sized solutions were created.

The differences in these categories of CRM are massive. Most of these systems can get very complex for small businesses, and these smaller companies do not have the luxury of time to dedicate to these systems as they are more focused on survival.

It can also be quite daunting to get everyone on board an,d up to speed on CRM. These small companies also find it difficult to adequately train staff on how to use a lot of the systems and tools that are highly specialized. You start to see inconsistencies in the cost-benefit analysis of investing in these complicated systems.

Getting Results from CRM

A CRM system will not miraculously solve all your problems in sales and marketing, but with a little effort and patience, it does get a lot done. To avoid falling into dark holes of unproductive tools and systems, you need to stay away from these four mistakes.

1. Inaccurate data

Incomplete customer profiles make for inaccurate and useless information. If your sales team engages prospects with their email addresses, then the forms should require an email address. According to Experian, companies record loses in revenue of up to 12%due to inaccurate data.

Phone calls are an excellent way to engage with new prospects. Reaching out personally to leave messages have been observed to generate more and better results compared to the cold and robot-like emails. Email marketing is still important, but it is crucial to personalize interactions with prospective clients

2. Looking at wrong metrics

Data in itself is almost useless without context. Don’t get carried away by your site having a million visitors when in fact, there have been no form submissions. Something is wrong. You need to focus on the smaller details that paint the true picture of your campaign. To do this, you must identify those metrics that affect your bottom line and find ways to optimize these metrics.

The right information must be relayed to the right person. Marketers have no use for closing rates, but salespeople do, and salespeople have no use for some clicks, but marketers do. So instead of just focusing on numbers, you need to focus more on behavior and why customers react in the way they do.

3. Disorganization

Data that is not presented in a way that can be consumed is really of no use. Disorganized data is harmful. Data needs to be correct, complete and very well organized for easy referencing and taking the right action.

It has been observed that more customers are willing to spend money on excellent customer service. Therefore better results can be achieved with personalized customer relationships, and you cannot do this when the data is not properly arranged.

4. Sitting on good information

It is one thing to get the right data; it is another thing to at accordingly. CRM data if utilized properly should translate positively in every department from sales to marketing to operations. When you leverage data properly and act upon it, you can better target customers the right way and get the best results. Metrics can only help you understand the climate, but it won’t act on its own.

Top companies such as Amazon, Airbnb, and Patagonia have all excelled in the utilization of CRM data by acting swiftly on what they gather, tracking conversions and adapting to various changes in the market. Successful companies don’t just collect data for the sake of it; they use this data to foster long-lasting relationships with their customers. Smaller companies can also exploit these advantages if they want to.

Don’t make any of these CRM mistakes and ensure you leverage accurate data and act accordingly to build relationships that serve you for the longest ties and translate into profits.

Jordan Kivo is a former NFL cheerleader for the Tennesse Titans. I help business executives look and sound as smart as they are.

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