Największe błędy firm korzystających z CRM
W Polsce 16 proc. małych i średnich firm używa programów do zarządzania relacjami z klientami (CRM). Zdaniem Sage stosując te rozwiązania przedsiębiorcy popełniają błędy, które skutkują nawet spadkiem sprzedaży.

Według producenta wielu przedsiębiorców nie radzi sobie z właściwym wdrożeniem i korzystaniem z systemów CRM. Maciek Stachowiak, kierownik Zespołu Edukacji Użytkownika i Analityk Biznesowy produktu Sage ACT!, sporządził listę 7 najczęściej spotykanych pomyłek, przeoczeń, zaniedbań i potknięć. Oto one:
1. Zakupy bez zastanowienia – CRM nie zawsze znaczy to samo
Menedżer zwraca uwagę, że rozwiązania tej klasy są tworzone do specjalizacji w różnych obszarach procesów sprzedażowych, a przedsiębiorcy nie zawsze sprawdzają funkcjonalność systemów. Można np. najpierw zainstalować wersje demonstracyjne.
2. CRM nie tylko dla kierownictwa
Częstym błędem firm jest nadmierna koncentracja na zarządzie i menedżerach. Przy wyborze CRM właściciele biznesu zapominają o potrzebach pracowników zajmujących się sprzedażą. Dlatego w powszechnym przekonaniu CRM to wróg handlowca.
3. Zły dobór modułów CRM do potrzeb firmy
Błąd również związany z kwestią różnorodności CRM. Przed zakupem przedsiębiorca powinien sprawdzać, na ile system jest dostosowany do jego konkretnych potrzeb. Warto przeprowadzić analizę przedwdrożeniową z pomocą dostawcy produktu.
4. Oszczędzanie na szkoleniach dla pracowników
Brak szkoleń grozi niepowodzeniem wdrożenia. Jednocześnie firma powinna zwrócić uwagę, by szkolenia nie zawężały się do poznawania funkcjonalności, lecz by połączyć je z popularyzacją CRM wśród pracowników.
5. Po wdrożeniu pracownicy nie pracują z systemem
Bardzo często firmy w sposób niewłaściwy komunikują zmianę, jaką jest wdrożenie CRM. Pracownicy nie widzą korzyści z systemu albo uważają, że to kolejne narzędzie kontroli pracy. W praktyce handlowcy prowadzą na boku alternatywną listę kontaktów, do CRM trafiają nieadekwatne dane, więc system nie spełnia swej funkcji. Producent radzi pracodawcom, by włączyli pracowników do współpracy przy wyborze systemu i ustalaniu jego parametrów.
6. Nieprzywiązywanie wagi do ergonomii
Według Sage to jeden z kluczowych czynników wpływających na jakość systemu. Powszechnym błędem firm jest niepoddawanie rozwiązań testom, które pozwolą ocenić ergonomię.
Pomagają testy aplikacji wykonywane na rzeczywistych procesach, jakie są realizowane w przedsiębiorstwie. Poza tym bazy danych CRM szybko rosną i po dłuższym okresie mogą spowalniać pracę. Rozwiązaniem jest możliwość samodzielnego tworzenia zapytań, opartych na różnych kryteriach, a także funkcje pozwalające zapisywać wyniki zapytań (w tym raporty). Niektóre systemy udostępniają opcję zapisu indywidualnych filtrów i raportów np. w menu.
7. Przekonanie, że CRM rozwiąże wszystkie problemy ze sprzedażą
Według Sage dobrze wdrożony CRM, używany przez przeszkolony personel, przyczynia się do zwiększenia zbytu i poprawy efektywności procesów sprzedaży. Jednak wszystkiego nie daje się rozwiązać od razu. Zdaniem producenta wdrożenie trzeba podzielić na etapy, by doświadczenia zdobyte podczas użytkowania systemu wykorzystać w jego rozwoju. Ważnym filarem udanego wdrożenia jest analiza procesów sprzedażowych w firmie wykonana przed wyborem systemu.
– CRM jest systemem adresowanym nie tylko do firm, lecz w głównej mierze do pracowników, którzy realizują sprzedaż. Kierownictwo przed wdrożeniem powinno wykazać maksimum starań, by załoga miała świadomość, iż system nie służy kontroli, lecz będzie narzędziem ułatwiającym pracę i umożliwi szybsze generowanie obrotów. – stwierdza Maciek Stachowiak.
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Symfonia zastępuje markę Sage w Polsce
Producent oprogramowania zmienił właściciela i rozpoczął rebranding.
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Sage w Polsce zmieni właściciela za ok. 325 mln zł
Dzięki pozyskaniu inwestora spółka zamierza rozkręcić biznes.
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