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Too expensive, too complex, too much incorrect data, users enter information badly or not all – sometimes a CRM system creates more problems than it solves. But when is it time for a new solution? We want to ask you this question, and to do so we have put together a test covering the 10 most important issues – primarily from a data perspective. Download the questions as a PDF and take the self-test.
Sales does not fully record information, there are data silos and the CRM Manager spends hours manually cleaning up data in Excel. In companies where this is an all-too-familiar scenario, CRM can be a bone of contention. There are many indicators to tell you that something is wrong with your system landscape and that it’s time to buy new software. The problems referred to above are merely the most obvious ones. When you start to look at the data itself and the processes, you realise that the problems can run much deeper and are not so easy to solve.
Disclaimer: We’re not here to recommend a specific CRM system to you. We want to show you that Master Data is your most important resource. When your Master Data is current and correct, data-based decisions and processes are possible. And that’s when success and growth begin.
Too much hardware, too many databases, data quality add-ons and resources that have expanded over time mean that it takes a lot of effort to keep everything running smoothly. Sometimes you reach a point where upgrading an existing solution costs more than replacing it with a new one. This becomes an even more critical problem in the face of changing business requirements.
Complex software environments require many resources. In the worst-case scenario, data stewards are no longer able to keep up with the volume of work. They are no longer able to perform efficient data matching, and instead spend all of their time firefighting.
The problems referred to above are merely those that are most apparent when a CRM system reaches its limits. There are many more, often running far deeper. Typical examples include data protection issues that prevent the free flow of external data into the system, users not recognising company hierarchies, and many more.
We’re interested to see how often you answer with “Yes” – every “Yes” in our test is a sign that data is not flowing freely in your company.
We’ll be happy to discuss your results with you and give you concrete recommendations for developing your data management.
As a reward, we’ll give you a Master Data check. We will analyse your customer data and tell you how clean it is, how much risk there is in your portfolio and the areas in which you have potential for growth.
Buying new CRM software isn’t the answer. The assumption that a new CRM tool will be the solution to all data problems is one that persists among many managers.
«People buy a new kitchen and think it's going to cook for them. Obviously it's not.»
Scott Taylor, Master Data Guru