7 min readFive signs that your business has outgrown its current CRM system

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When it comes to organisational change and digital innovation, if it’s not broke, don’t fix it isn’t the best philosophy to lead with. With business applications and integrations constantly evolving and digital-readiness driving organisational effectiveness, the top performers in business are constantly innovating not laggard. When you consider smart, AI-connected households, the Internet of Things and in-phone GPS, it’s easy to see that today’s cutting-edge business technology is tomorrow’s mass-produced household necessity.

CRM technology is moving at lightning speed and system capabilities are rapidly evolving. Whilst it may seem more prudent to squeeze every last drop of value out of existing tech and adapt your evolving people and processes to your legacy system, the opposite is often true. If you’re coming up against some of the most common challenges, it may be time for a new CRM system. If you’re lacking value and efficiencies from your existing solution, investing in a well-deployed, company-wide implementation will be well worth the financial, time and resource investment.

Here, we’ve curated the top red flags that your business has outgrown its current CRM system. If any of them resonate, it’s time to start considering a new system and sourcing a new CRM partner.

  1. Your CRM system has limited growth potential  

Whether you’re scaling up from a smaller team with growing CRM requirements or are a large established business building a more robust digital infrastructure, if your current CRM system isn’t able to adapt to your changing operational needs, now is the time to look for a new CRM partner.

A legacy CRM that doesn’t support new functionality, integrations and advanced tools is an unsustainable foundation on which to build an adaptable, future-ready digital infrastructure. Microsoft Dynamics 365 for example, is fully customisable to support and unify your legacy and extended CRM use cases. Dynamics also uses universal web standards that make it easy to customise and extend the platform to meet ever-changing business needs, and integrates neatly not just with the full Microsoft stack, but all sorts of business applications and technologies.

With an outdated CRM however, data standards and methodologies decline, functionality reduces and integrations with the very latest cross-business technologies become almost impossible.

  1. Your CRM isn’t accessible on-the-go, in the cloud

The modern workplace is changing. Teams work remotely, on-the-go, across global disparate locations. If your people can’t access your CRM system on the road via mobiles and other handheld devices then data accuracy, real-time knowledge sharing, sales opportunity and team collaboration is compromised. Your CRM system should be the go-to-source for everyone in the business for real-time data, knowledge sharing and reporting. From sales to the CEO, the CRM allows every member of the team to perform effectively

Microsoft Dynamics 365 online can be used anywhere with a Wi-Fi signal, at any time on any device. Teams are always connected and able to access the workflows, systems and processes that make their day to day tasks more manageable, whether they’re in the office, or on the road. If they can’t, it’s time to look at a new system.

  1.       Your CRM system doesn’t unify departments 

If you have cross-departmental teams who are working with valuable files and data sets in information silos, then your business is losing opportunities daily. Your people are undoubtedly spending hours of unproductive administration time each day on tedious tasks that could be automated easily with a fit-for-purpose CRM.

What should an effective CRM system look like as we head towards 2020? A solution like Microsoft Dynamics is a suite of end-to-end suite of business applications that manage all aspects of your business. If your departments aren’t sharing their real-time data, then your customer journey and experience will be challenging not just for the end customer but your employees too.

From managing lead generation and qualifying prospects, right through to service delivery, compliance management, finance and operations and reporting, a fully unified CRM drives effective business performance and returns on ROI from the outset. Unify your data and connect your teams with a fit-for-purpose CRM and watch customer experience scores, customer satisfaction levels, employee satisfaction, team productivity and sales soar.

  1. Your current CRM has poor user adoption 

Poor CRM adoption happens for several reasons, the biggest being a lack of user adoption training at the time of installation. With little vendor support in embedding the technology with your users and designated super users, teams are left to decipher complex functionality on their own and never really scratching the surface of what the technology can do as they struggle to deliver their day to day tasks.

CRM today isn’t a plug and play database. Tools like Dynamics 365 are sophisticated platforms that drive multi-million-pound digital business operations. If initial in-depth training and new employee on-boarding processes have been poorly established, your CRM is unlikely to be fulfilling its potential or had update and upgrade schedules met, nor made use of expansion opportunities.

When you do decide to look at a new CRM, choosing a CRM partner who offers in-depth user adoption training and support should be a big part of your selection process.

  1. Your CRM is unreliable or out of support 

If you’re spending more and more time on IT support calls or creating costly fixes and workarounds to repair constantly repeating problems, productivity and output will be the first thing to take a dive. With team morale not far behind. In the modern workplace, teams have such huge pressure to deliver on their measurable objectives, It’s vital to provide them with the functioning tools they need to produce results instead of limiting their productivity with poorly performing technology.

Similarly, if your current CRM is out of mainstream support, in-house IT teams will struggle to maximise performance and your systems and processes are at risk of non-compliant data management and control. This is one of the most important red flags to address as soon as you possibly can, particularly with General Data Protection Regulation (GDPR) and ever-increasing data compliance and controls. Microsoft Dynamics allows you to house your data controls within the CRM system and do real-time risk assessments to meet these complex compliance obligations. A GDPR ready CRM will help you avoid data breaches but also reduce the cost and burden of obtaining, signing and digitally storing relevant data and paperwork. If your current system doesn’t offer these time, money and productivity saving tools, it’s time to look at new CRM systems.

Diagnosis: time for a new CRM? 

If you’ve ticked one or more of the warning signs above, it’s time to start exploring a new CRM. Look at the vendors and partners who work in your vertical, explore the solutions on the market and start thinking about the functionality you’ll need to maximise operations. Interview a few potential partners and get a feel for their approach.

At Redspire, we can help you implement and customise your Microsoft Dynamics 365 CRM and importantly, embed it firmly within the organisation with robust user adoption training.

For more information on CRM implementation success, watch our short webinar replay. If you’d like to discuss your project, call our experienced consultants on 0845 226 8170 or email on info@redspire.co.uk, regardless of how far along the process you are. We love to talk about CRM and Dynamics, and we love to help our clients revolutionise how they do business.