CRM – All the Gear, but No Idea
CRM platforms for gyms across the country always get hammered in the New Year as a rush of new members act upon resolutions to lose weight and be more active.
Before a foot has been set in the gym, there will be several new members that have spent more money and time on styling their outfits, accessories and supplements over checking more important factors such as:
- Opening times and class schedules fitting in with lifestyle and commitments
- Availability of the personal trainers
- Size and cleanliness of changing facilities
- PEAK TIME MADNESS!
This lure of style over substance can be seen in many consumer markets from sporting apparel to cosmetics – aspiration brands that use celebrity endorsers and/or sponsorship as powerful persuasion tools.
The same takes place in B2B as well. We are still consumers and use similar search evaluation criteria, so endorsements from sources that we recognise and are familiar with success make us feel that the risk of a purchase is diminished, making us deprioritise other key evaluation factors, increasing the risk of failure.
I have heard many stories of organisations being led astray with implementation of Customer Relationship Management (CRM) platforms that did not fit the business nor fit for purpose.
How did they get as far as implementation?
It’s the obvious question…one that many organisations ask themselves when it’s too late! A massive source of frustration when internal stakeholders have bought into the change.
Some of the reasons I have witnessed are:
- The supplier is looking to enter the UK market and offered a cheap initial price that pleased the FD
- The supplier presentation and demos showed all the functionality required, but half was in development so was not available at implementation
- Not all stakeholders included to reduce opposition
- The supplier is market leader so it must be good
Isn’t CRM is supposed to make things easier?
Implementing CRM software into your business does not bring instant success. CRM is a marketing tool to understand more about your customers, target prospects more effectively and operate more efficiently. Like with any tool, whether it be an expensive cloud system or Excel spreadsheet, you must learn how to use it properly, integrate CRM as part of business operations or mistakes can be costly and could be unrecoverable.
- Poor Objectives
- Poor CRM Strategy
- Scope Creep
Did you notice that none of these reasons relate to poor CRM platforms? Mostly it is about preparation and process, laying good foundations to build a robust CRM platform across your business.
With so many supplier options, it is easy to get drawn into the “bells and whistles” – losing focus of what your main objectives are, not setting up the strategy to match your business objectives and missing vital process components out of your project scope.
This is where you need CRM guidance, which I can offer. With my experience of implementing CRM into organisations I can help advise on platforms, help you integrate it seamlessly into your operations, or even configure your current platform to operate more effectively for your business.