5 powodów, dla których Twoja strategia CX nie przynosi rezultatów i jak temu zapobiec [EN]

Your CX Strategy Is Failing

Five reasons to reconsider your CX approach.

You Invested In It, Lived It, Breathed It…

You understand the urgency of improving customer experience (CX) in your organization and that doing nothing is a detriment to the future of your business. Now, with a strategy and path forward, you’re ready to join 52% of businesses in increasing your investment in CX and providing a more valuable experience to your customers.

The fact that 54% of customers believe businesses need to improve their CX should be a wake up call—but it isn’t an easy correction to make. After all, there’s often a gap between what businesses know needs to happen and their present realities.

In this ebook, we uncover five pitfalls that can cause a CX strategy to fail and how your organization can avoid these traps.

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REASON #1

Over-reliance on Employee for Data Accuracy

An airline wouldn’t ask a pilot to fix their plane; they’d only trust an engineer to solve the problem. That’s because it takes the right person with the right skillset to do it. Just like the pilot/engineer scenario, why would you rely solely on your sales team to provide information about your customers when there’s no way they can have a complete picture?

Customer information drives business decisions and informs leadership of what’s happening in the pipeline, so you need it to be as accurate and comprehensive as it can be. When you consider that 91% of CRM data is incomplete—and largely duplicative and irrelevant to your business—it seems obvious that the larger the data burden you place on your company, the more likely the data will lack quality. Plus, the time investment it requires to update isn’t worth it to the majority of users.

CRM systems are marred with poor data, and yet business leaders use this data to make decisions for the company—costing businesses in the U.S. over $3 trillion per year. This missed revenue is a direct result of the employee data load, which not only makes it harder for sales teams to do their jobs well but also alienates them from the centralized data system within the CRM that the company needs. It’s no wonder that only 47% of companies have a CRM adoption rate over 90%.

That statistic is a stunning insight into the current business landscape. Systems are meant to unite sales and track customer data, but they’re not adopted by the majority of employees. The more data leaders want in a system, the less quality and accuracy follows. Sales teams find themselves in an uphill battle of balancing selling with administrative tasks—often choosing to speed through data entry, skip it altogether, or resort to the dreaded spreadsheet. This may not seem like a big deal at first, but here’s the catch: Turnover rates for sales positions is 27%, twice that of other positions. And if their data isn’t in your CRM, you lose it when they leave—and your data fragmentation grows exponentially.

Many sales teams have a long list of reasons why they don’t want to enter data into the CRM. However, a company wants this data to enhance their CRM data, as the ROI of a CRM is up to $8.71 per dollar spent according to Nucleus Research. When you look closer at why sales doesn’t want to use a CRM, there are two main reasons:

• The system isn’t user-friendly
• It’s time-consuming to enter the required data

Companies quick to adopt the perceived “top” CRM or those with an explicit bias toward a vendor often don’t carefully evaluate the system first to learn if it fits their business requirements—or sets aside the sales team’s concerns. A direct result is that sales professionals only spend 35% of their time actually selling—and only 60% meet their quotas.

Typically, sales teams don’t want to use your CRM system because the system isn’t user-friendly and it’s time-consuming to enter the required data.

This directly impacts to your CX strategy because without the right information, leadership can’t predict critical revenue goals, and customer acquisition and retention efforts lag—ultimately creating an inconsistent customer experience. Data inaccuracies directly impact pipeline forecasting as well as lead insights, resulting in customers that aren’t ideal for your company and poor customer satisfaction.

So when the burden of data entry is placed only humans—and mostly on the sales team—it’s not hard to understand why your data is incomplete, duplicative, and fails to deliver an accurate picture of your pipeline. Luckily, there’s another way. . . You can turn to technology to not just lighten the load—but perfect the picture.

REASON #2

Assuming Your CRM Tracks Everything

Wouldn’t it be nice if your CRM automatically tracked every single piece of information, no matter how minute, to the corresponding customer profile? Sadly, the reality is your CRM only tracks what you put into it.