When working with a large volume of customers, CRM software is a vital tool to ensure all interactions are recorded. A finely tuned system can enhance the selling process, provide a summary of sales opportunities, understand which prospects are hot leads and assist in the retention of customers throughout their lifecycle.
Get CRM wrong, however, and it can have a long-term damaging effect that could echo amongst potential customers for years to come.
The golden rule, therefore, is to cleanse data rigorously before you embark on a CRM strategy or implementation – and periodically thereafter – to ensure it’s up to date and optimal, lest you pay the ultimate price: disengagement and customer opt out.
Dorne Wood, sales manager for housebuilder CRM specialist ContactBuilder, comments: “A CRM system is only as good as its data. While some software fields are mandatory and give the user everything needed to build a strong customer profile and manage such relationships, it is important to motivate sales teams to ditch the paper, as well as cleanse and input new ‘good data’ regularly, rather than leaving it to stagnate. It is here that it risks becoming open to errors and working against the user, rather than for them.
So what can be done to avoid this? From feedback and experience, Dorne highlights some important pitfalls to avoid:
As a hugely efficient piece of software, a CRM platform can become one of the greatest tools of any sales and marketing strategy. However, when users are in the throes of managing customers face-to-face, updating and logging details into a system can prove challenging. To ensure users remain ahead of the game, planning ahead and keeping dates in the diary each month to cleanse data, ensure records are not being duplicated and keeping on top of tasks is paramount.
Dorne concludes: “If such simple actions aren’t being performed consistently, it’s time to consider rigorous staff training or even investing in an alternative platform to ensure your data is being worked as hard as it can.”
ContactBuilder is the CRM system designed specifically for housebuilders. For more information, to take an online tour of the system or book your own no-obligation demonstration of the all-new ContactBuilder now, at contact-builder.co.uk.