CRM problem: Companies do not test under real conditions
Posted: Thu Jan 30, 2025 5:18 am
CRM problem: In practice, we use much less than we think in advance
If you read through the description of the individual functions of a software, you will be amazed at all that could theoretically be possible with it. In practice, however, the "must haves" quickly stand out from the "nice to have" functions. Not only because there is no time for the optional functions, evaluations, etc. in everyday work. The main reason is that no action is taken as a result of these - to put it bluntly - gimmicks. Knowing that department A spends an average of 10 minutes longer on the phone than department B, while department B needs an average of one less customer contact to close a deal, may be relevant in a large call center, but in most companies it actually changes nothing. This form of belize telegram screening micromanagement is either not possible in terms of time, or is completely pointless anyway. In addition, these features annoy and confuse the user. Nevertheless, such functions are always among the absolute "must haves" in the requirement catalogs that potential customers send to CRM manufacturers. No wonder that many manufacturers have repeatedly said "yes" to them over the years.
When a new CRM system is about to be introduced, the boss spends a quiet moment doing a little searching on the Internet. He reads about all the great things that are out there and where the trend is heading. Then the instructions go to the employee who is "most familiar with this kind of thing". Specifications may be defined and sent out, and sooner or later a few software solutions will be tested. In this case, testing means creating a Joe Mustermann, writing a note and filling in some fictitious numbers. Perhaps a few test data will be imported and the FAQs read. So far, so good. This form of testing is certainly better than nothing, but it can easily lead to dissatisfaction later on, because the people who will later work with the system rarely test it. But it is of no use if the company's CRM specialist can find his way around, but the clerk later cannot at all.
Then a CRM without any adjustments and with only a handful of data sets is of course quite fast. But if various additional modules are later added and thousands of contacts are stored, the software can start to stutter. This is particularly the case if the CRM is installed locally on your own hardware (which is not designed for this purpose). Long response times are the unpleasant result.
If you read through the description of the individual functions of a software, you will be amazed at all that could theoretically be possible with it. In practice, however, the "must haves" quickly stand out from the "nice to have" functions. Not only because there is no time for the optional functions, evaluations, etc. in everyday work. The main reason is that no action is taken as a result of these - to put it bluntly - gimmicks. Knowing that department A spends an average of 10 minutes longer on the phone than department B, while department B needs an average of one less customer contact to close a deal, may be relevant in a large call center, but in most companies it actually changes nothing. This form of belize telegram screening micromanagement is either not possible in terms of time, or is completely pointless anyway. In addition, these features annoy and confuse the user. Nevertheless, such functions are always among the absolute "must haves" in the requirement catalogs that potential customers send to CRM manufacturers. No wonder that many manufacturers have repeatedly said "yes" to them over the years.
When a new CRM system is about to be introduced, the boss spends a quiet moment doing a little searching on the Internet. He reads about all the great things that are out there and where the trend is heading. Then the instructions go to the employee who is "most familiar with this kind of thing". Specifications may be defined and sent out, and sooner or later a few software solutions will be tested. In this case, testing means creating a Joe Mustermann, writing a note and filling in some fictitious numbers. Perhaps a few test data will be imported and the FAQs read. So far, so good. This form of testing is certainly better than nothing, but it can easily lead to dissatisfaction later on, because the people who will later work with the system rarely test it. But it is of no use if the company's CRM specialist can find his way around, but the clerk later cannot at all.
Then a CRM without any adjustments and with only a handful of data sets is of course quite fast. But if various additional modules are later added and thousands of contacts are stored, the software can start to stutter. This is particularly the case if the CRM is installed locally on your own hardware (which is not designed for this purpose). Long response times are the unpleasant result.