Not all CRM platforms are created equal. And given the CRM is the foundation for many positions such as BDC, Sales Consultant, Sales Managers, Service, Equity Mining, etc. it is essential that the CRM offers the core competencies, which is what defines what the CRM is and what it can (and does) do for your business.

Sure, it is often easy to blame the manager for now “knowing” the CRM. And while that is the case in some instances. There are truly bad platforms out there.

Here are some of the top reasons your CRM is failing you!  

Interface

The user interface is an integral part of the design. There is nothing worse than a poor interface that was overly “engineered.” And what I mean by that is the average user (rightfully so) does not think like and or use the CRM as an engineer. The “road to the sale” (workflow) should be intuitive and approachable.

Namely, it should not take more than 5-6 steps to add a customer. Where the poor client is taken to more than 3-4 screens to add a customer in what looks like to be an exploded excel sheet. But more importantly, the color scheme and purpose from everything to the color, font, and icons have significant meaning that can - in so many ways - define the CRM’s image.

The icons (the “workflow” items: i.e., phone call, email, text, etc.) should be just that - representing the outcome. An “in-bound” outcome should show as “inbound.” Yet there are CRM platforms out there whose interface does not differentiate a task. Where all things are the same. Making it very confusing for the end user.

Lack of Innovation - Compromising User Experience

Long gone are the days where a CRM platform should have the excuse continuing to “add” to their legacy platform without revamping the integrity of their prehistoric platform. Such as chat programs, appraisal tools, etc. Oddly, too, one would think that vendors would have standards to ensure that their platform is not compromised within the CRM. As a dealer, though - if none of the new vendors for (chat, text, etc.) can work with them it is a tell-tale sign of an entirely outdated CRM.

I am sure many of you have experienced the pleasure of a lagging system when trying to access a third party vendor within the CRM such as chat, texting, inventory, etc. Where it either freezes or shuts down. Or worse, the texting “tool” cannot send images or video in a compressed file.  Imagine if that was resolved and the product offered a mostly seamless end user experience!

Inability to Search Effectively with the CRM

As you might know, all data entered into the CRM is stored in data tables. Hundreds and thousands of them. That said, marketing to unsold customers has become known to be an art form. When is the last time you asked your marketing manager or BDC manager how long it took them to pull a marketing list?

It most likely took quite a bit of time! In today's market, there are several types of lead sources phone-up, campaign, Internet, Equity Mining, etc. All of which - more often than not - require a different message. One size fits all is an outdated approach that will cause for there to be a significant opt-out rate essentially destroying opportunities.

That said, the CRM platform needs to adapt to the ability to pick and choose which sources to highlight being able to pull multiple at a time. Pulling on OEM (especially for those that share a CRM) one at a time takes hours! In what should be a relatively simple task.

Reporting

One thing that is understandable is the subset list  of “reports.” As it would be an enormous cost to the CRM provider to offer each dealership *free* customizable reporting, which can hinder the performance and the integrity of their platform. Makes sense. But what does not make sense, though, is not to offer the ability to quickly do an advanced search that can pull data in an accessible format.

For example, a BDC Manager might want to pull multiple Internet Lead Sources looking for appointments set, show, sold, etc. Looking to see how many times that customer has been touched, if they received a quote, did they open the emails? Yet you have to look at multiple (yes, numerous) reports capturing that data! Exporting all of that data to an excel sheet, which puts your dealership at risk for data theft.

Lastly, as a BDC Manager, a few other things the platform should be offering is “average days to sale” & “Busiest time of the day” where the BDC Manager can see how many days - once the lead hits the CRM - does it take to close the customer? Or what time of day does their traffic hit the CRM? All of which helps ensure they have the right staffing to manage the influx of business. Guessing what times are busiest can destroy potential opportunities.

User Profiles

It is never one size fits all! And having to create multiple profiles to complete a job is not necessary either. More often than not the CRM has multiple preset profiles where you either have it all, or you have limited access. Giving all personnel the access to potentially delete data, change workflows, delete templates, or manipulate reporting is a dangerous slippery slope! Not to mention, if your CRM does not have an audit trail or reporting on user activity - including logins with IP address - then you could be compromising your system. When is the last time you checked your CRM for data exports? Where your sales consultant or BDC Manager could easily export your entire database giving it to vendors in which case they can sell the very data you have paid hundreds of thousands of dollars for?

Bottom Line

While in many cases the employee does need additional training. Take a minute to put yourself in their shoes. Looking to see what s/he is struggling with. If it is a CRM issue work with them. Asking yourself, how much business are you willing to leave on a table to use a compromised, unreliable, uninspiring platform?

By the way, if your platform cannot send photos via text than - wow - what else is outdated underneath the hood?