Bain utilise des cookies pour améliorer la fonctionnalité et la performance de ce site. En poursuivant votre navigation suce site, vous acceptez l’utilisation des cookies. Pour plus d’informations, veuillez-vous référer à notre politique de confidentialité

We have French content available. View French site.

Snap Chart

How to Revitalize a Faltering CRM System

Focus on adoption, functionality and data usability.

Snap Chart

How to Revitalize a Faltering CRM System
en

Business-to-business companies have made substantial investments in customer relationship management (CRM) tools, which allow them to organize, automate and synchronize every facet of customer interactions. For many, though, the return has been slim. A recent Bain & Company survey, conducted with Dynata, of North American and European B2B companies found that 62% have not seen the payback they expected. The 38% of respondents that have reaped value from CRM use the system far more frequently for certain tasks.

To improve use of CRM, B2B companies should focus on three fronts: tool adoption, system functionality and the usability of data. That’s what one manufacturing company did for an underperforming CRM system. Running a diagnostic resulted in a list of improvements to make in CRM functionality, salesforce training and sales process updates. Within the first year, salespeople logged more opportunities and systematically used CRM performance dashboards during weekly sessions with their managers. This took the company from flat revenue to more than 5% growth in key markets.

About the Research

Data powered by Dynata, a leading global first-party data and insights platform.

Mots clés

Vous souhaitez continuer cette conversation ?

Nous aidons des dirigeants du monde entier à matérialiser des impacts et des résultats pérennes et créateurs de valeur dans leurs organisations.