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The 5 Most Persistent CRM Lies and Rumors


Here we introduce you to the 5 most persistent lies about customer relationship management and explain how much truth there is really in them.

Only global corporations need CRM, only customers benefit and additional IT is required for hosting - the CRM industry has experienced incredible growth in recent years. And this although CRM systems are already an integral part of many companies.

Even from specialist circles, one hears CRM lies and rumors about CRM again and again. To counteract this, here are the 5 most persistent CRM lies about customer relationship management and explain to you how much truth there is really in them.

1. With the purchase of a CRM system, enough is taken care of for the customers

A classic CRM lie

Once you've purchased CRM software, it doesn't do all the work on its own. Careful planning, inclusion of all affected areas and the continuous and precise maintenance of customer data after the CRM introduction are necessary in order to generate optimal benefits from the system.

It is also advisable to appoint a CRM manager (what does a CRM manager do?) Who acts in a similar way to mom and pop in your shop. Customer loyalty and acquisition, but also the development of customer relationship goals with all departments of the company that are involved in the measures, as well as the analysis of buying behavior, customer development or the current market situation are part of his tasks.

A technically competent CRM manager in the areas of marketing and sales with a certain understanding of software and numbers, who acts as a link in customer relationship management and thus the central contact person for different company areas, is an important support for the introduction of a CRM system and its successful use the CRM software.

It is also the CRM manager who actively combats CRM lies in the company and convinces the employees.



2. CRM only supports sales

This is often claimed because sales are in direct contact with customers. However, this assumption is wrong.

In addition to sales, areas such as service or marketing also benefit from CRM programs: the marketing department of a company uses CRM to maintain an overview of its activities and, through access to customer communication and offers, gets deep insights into customer wishes and needs can work seamlessly with sales through integrated campaigns.

Thanks to CRM, customer service also has all the important data at hand in order to provide the customer with the best possible service. With CRM for Service & IT, all customer communication in the service area, tickets, reusable solutions for customer problems, related contracts or inventory objects are integrated directly into the CRM. Sales, on the other hand, benefit from direct insights into the service activities of their customers and can determine cross-selling potential.

Other departments can also be successfully connected to the CRM system - many examples from our customers use this to refute CRM lies.

Tools such as workflow are also used to control cross-departmental business processes so that collaboration in a company is carried to a new, cross-departmental and cross-location level. In this way, not just sales, as many claim, but the entire company is supported and formed into a unit.

You can get a corresponding overview, for example, with meaningful videos on the CRM software function overview. They are arguably the most powerful rebuttal to the CRM lies.

3. Only global corporations need CRM

When a company decides whether to buy and use customer relationship systems, the size of the company is often seen as a decisive factor. A big CRM lie, because the size is irrelevant when it comes to the relationship with the customer: Even with only 10 customers, a CRM system helps to manage customer data easily and to record important requirements, agreements, offers and contracts.

It has now even been determined that 91% of companies with more than 11 employees use CRM. Because these small and medium-sized companies are also formulating their CRM strategy in order to be able to continue to exist successfully in the market.

One possible criterion when deciding for or against a CRM system is the effort involved in introducing CRM - if this is well prepared and supported by experienced CRM experts, it is manageable and companies benefit from the CRM immediately after the introduction. System.

One really has to ask why these CRM lies are still not disappearing from the scene.

Refuting CRM lies and living CRM in the company

However, the success of the CRM system also depends crucially on the maintenance of the data, because only if the customer data is constantly and accurately maintained can the CRM system benefit.

Small and medium-sized companies in particular should carefully weigh up which functions of a CRM system they really need, because - in contrast to a global corporation - fewer options are certainly required. The CRM requirements overview checklist can be very useful here.



4. Only customers benefit from CRM systems

On the basis of the translation of CRM into German (customer loyalty management), people always deduce that CRM only helps customers and strengthens their connection to the company.

However, this assumption is also a misconception: Of course customers benefit from CRM, but this happens for the reason that the work of the company departments that are in contact with them optimize their work through CRM.

For example, through the use of CRM in sales, they always have an all-round overview of their customers' situation. Sales can create simple or complex offers faster than the competition, pursue them in a targeted manner and thus significantly improve their sales opportunities.

Other areas such as marketing also benefit from CRM: for example, with a CRM in marketing, the marketing team can keep track of the various marketing campaigns and activities. The software helps with the planning, execution, control, documentation and evaluation of the campaigns and thus offers efficient support for the optimization of the work steps.

5. Additional IT is always required for the use of CRM programs

This thesis is not a real CRM lie, but it does not correspond to the truth either.

Like all computer-operated programs, CRM systems require IT resources such as servers, operating systems and administrators. The costs for this depend on the individual requirements of the software.

However, GEDYS IntraWare offers a cloud CRM solution to companies that do not want to acquire additional IT resources: CRM2Host, is a good example of cloud-based CRM software. The company does not have to invest heavily in new servers, licenses or IT administrators. Thanks to cloud CRM, your own IT resources are not absolutely necessary when purchasing a CRM system.