CRM failure is expensive and disruptive, and it can lead to negative brand image, lawsuits, shareholder losses, budget overruns, disgruntled customers, and significant post-implementation operating costs. Organizations need to stop thinking of their CRM as a data collection tool and start thinking of it as a tool for managing customer relationships.
Few things are more aggravating than going through the time-consuming and costly process of deploying a new customer relationship management (CRM) system only to have it fail. A large percentage of CRM systems today fail to meet their goals. That isn’t totally unexpected. Because many businesses do not consider CRM systems to be as important as accounting systems, for instance, they receive less attention and resources.
Even when CRM systems are prioritized, they frequently fail. CRM experts would cite a variety of reasons for this, ranging from bad planning to insufficient training, all of which are valid. However, there is one primary factor why they never achieve their full potential – and that is a CRM administrator.
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Organizations that do not invest in a CRM system administrator are more likely to have their systems fail. That is a cost that is most often not factored into the software vendor’s budget. Ignoring it, on the other hand, could be fatal.
The Need for a CRM Administrator
In today’s big data world, a CRM administrator collaborates with several departments and plays a vital role in process design and data maintenance.
The major responsibility of the CRM administrator is to ensure that the data in the database is complete and accurate. It is their obligation to fix anything that is incorrect, missing, or out of date as well and establish whatever data entry controls are essential to ensure that it does not happen again.
The administrator is in responsible of ensuring that everyone is getting the most out of the CRM system – goals have been set, solutions are available, training is given, issues have been resolved. It is their responsibility to ensure that advanced tasks such as workflows, report design, field addition, integration with other programs, and sending customized messages are completed. This is the individual in charge of not only assisting in the formulation of the agenda, but also ensuring that it is followed.
How much does this cost?
The cost may differ. According to industry experts, competent administrators spend anything from half a day to 3 consecutive days a week managing the CRM system, depending on the size and usage of the system.
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CRM Administrator is Not the IT Manager
It’s crucial to remember that the administrator is not the IT manager. With security, networking, connection, and every day break/fix issues, the administrator already has plenty to worry about.
Furthermore, the CRM Administrator does not need to be a database specialist or even highly technical. It should be someone smart and enthusiastic. Someone who is self-assured and has excellent communication abilities. Someone who is a part of the system’s user group. This person should be fully supported by the vendor or outside consultants, and should be given necessary training to do the function of the CRM administrator to ensure that the data in the system is accurate and complete.
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