According to a study by Forester Research, 49% of CRM projects fail. The success of a CRM project is measured by its adoption and its ability to make its use is essential for its users. To do this, each CRM must be able to offer complete and up-to-date customer data. However, relying on spontaneous or recommended incentives for users to fill out the CRM is a risky strategy in the long run. Here are 6 reasons to choose automation over manual data entry.

  • It takes time 🕰

According to a survey conducted by Introhive, a salesperson spends an average of five and a half hours per week entering data into the CRM, i.e. nearly a day’s work away from his or her customers: 3 hours are dedicated to entering activities (calls, reports, emails, etc.) and 2.5 hours to entering contact information (creation, updating, enrichment, etc.)

  • The lack of quality 😠

88% of salespeople using a CRM system say they do not enter the complete contact information of a customer. And nearly two thirds admit to not entering their activity at all. CRM data, when entered manually, carries 3 risks:

  • Completeness: the figures above show this
  • Timing: a salesperson does not enter data in real time and the information can quickly become dated
  • The information is subjective and the salesperson’s feeling does not always reflect reality.
  • They already exist 🤦

Sales people are asked to fill in their contacts and activities in the CRM. But this information is already present in your systems (email, phone, calendar…). They are digital and therefore automatable to the CRM. Asking sales people to fill in the CRM is like asking them to do a double entry!

  • It’s risky in the long run 🧨

With the emergence of nomadism within sales organizations, the quality and accuracy of information sharing through digital tools, becomes strategic. Without accurate data and in the event of turnover, no customer history or account knowledge. The stakes are too high to leave the durability of your CRM in the hands of salespeople alone.

  • The cost 💣

Let’s be honest. Sales people are not paid to fill the CRM but to generate sales.
Let’s do a quick simulation: Annual sales salary: 50K$ – 45 weeks worked – 40h / week or 27,8$/h
Time spent on manual data entry: 5,5h / week (stat of point 1)

Annual cost for the company : (27,8$ x 5,5) x 45 weeks = 6 875$. 👉 That is almost 14% of his salary dedicated to feeding the CRM.

Multiply by the number of sales people in the team. The savings are substantial!

  • Focus on the customers! 👍

A salesperson’s time is precious and should be spent as much as possible on what they do best: selling!  According to a study conducted by the editor Prialto, a salesperson spends an average of 65% of his or her time on non-sales tasks! Automating the data entry in the CRM means freeing up more time for customers and therefore for sales.

Want to automate the feeding of your CRM? 👉 Learn more with our checklist : Making your CRM project a success

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