Coping with Bad CRM

Lousy CRM implementations are the result of lousy management, not lousy technology. While the vendors do bear some responsibility for the ungainliness of many implementations, if CRM is driving you crazy, it’s because your management is using CRM in a crazy way. Here’s how to deal with the common problems:

1. Too much data entry. If you feel that you’re being asked to enter too much data on every... customer call, ask your manager to explain exactly why each piece of data is needed and then to prioritize the importance of that data. Then ask your manager to estimate the percentage of your time you should be spending entering data versus selling. This forces your manager to decide what’s really important, so that you don’t waste time on trivialities.
2. Unclear data ownership. As a general rule, the contacts that you bring into the company still belong to you.  But if you put them into your employer's system, the employer owns them in that format, so you need to keep a personal copy, at home, on your own computer. As for contacts you make while employed, check your employee handbook or employment contract to see exactly what you’re obligated to keep as company secrets. If contact data is not listed explicitly, you’re probably safe to keep your own copy of that data on your personally-owned cell phone. Note that this is a legal issue, though, so you may want to consult a lawyer if you think there might be a problem.
3. Management spying. Once the “big brother” mentality becomes part of a corporate culture, this kind of behavior is inevitable. (Some companies are even talking about having employees wear arm bracelets to monitor their blood and determine whether they eat poorly or smoke, and then adjust their insurance rates or simply fire them.) Since there is no government protection against intrusive management, you’ll either have to live with it or find another job. If you can’t leave, try keeping your cell phone off and then return voice mails from neutral locations.
4. Ossified sales process. If the CRM system is enforcing a sales process that doesn’t work for you, determine whether it’s just you or whether the process is equally awkward for everyone else. If it’s bad for everyone, bring the issue up at the next staff meeting and lobby to make the system support what really works. If it’s just you, and you’re a top performer, negotiate with your manager to have an admin do the data entry so that you can pursue your opportunities without the CRM hassle. If it’s just you and you’re an average performer, you’re pretty much stuck.
5. Frequent system changes. This is an opportunity, not a problem. Most CRM vendors seek out “champions” among the sales force who will help them understand what’s needed in the new system to make it successful. Volunteer to serve on the CRM advisory committee and get your thoughts and ideas known – before the next system is installed and customized.