|Summary:||Are your users frustrated with not being able to find the records/details they are looking for?|
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Are your users frustrated with not being able to find the records/details they are looking for?
CRM Search Capabilities
Searching for data is an essential but overlooked capability of CRM. Your data can be as organised as you like, but you’ll still need to use a CRM search functionality to find that particular record you are after.
For a rigorously planned, highly policed database, Dynamics 365’s Relevance Search will locate your records sufficiently. Sometimes a record will be found, other times not. Sometimes you just KNOW a record is in your database, but your search comes up with nothing. For many, a more sophisticated CRM search capability is required.
Relevance Search – How relevant is it?
Relevance Search often locates your desired record – but it’s displayed in a long list with other ‘relevant’ results. So many, that they often become a bit irrelevant. If I search for my colleague, James Hall, in our system, he will be found. Using Relevance Search so will every single individual with the first name ‘James’, every single individual with the surname ‘Hall’, and every single individual with the surname ‘James’. I am pretty certain that an ‘Oliver James’ is not who I am searching for when I enter the query ‘James Hall’.
The search has also surfaced a ‘J Hall’ – more likely to be the person I am after than ‘Oliver James’. To find the correct record, I had to scroll halfway down a page of more than 400 potential contacts – not very efficient, and also very frustrating.
Relevance Search works because it is an exact match search on various pieces of your query – finding all the ‘James’; all the ‘Hall’. It would do the same thing if I searched for a company – something like First Communication Networks – the search will surface every company with each of those words in its title. Often, not very relevant to what you are searching for.
What you need is a Search-Engine-Like CRM Search
What Relevance Search doesn’t do is search like Bing or Google.
Modern search engines are forgiving with their querying – if you make a spelling mistake or can’t remember the exact name of something then the search will intelligently correct and smooth things for you to locate what they believe you are after. CRM systems and databases won’t do this for you. A search-engine-like search capability is never a priority for applications like this. At QGate, we disagree.
The consequences of CRM search being a low priority
We’ve always believed that data is the lifeblood of a CRM system. If data is not top-notch, your CRM won’t perform successfully. When your CRM doesn’t perform, your users become frustrated, disengaged, and disheartened with the system. Disengaged employees consider the system a failure anyway – so don’t think they’ll be making a difference by further inputting sloppy data, skipping standards and due diligence.
A CSO Insights study found that less than 40% of businesses have a CRM adoption rate over 90%.
Disengaged employees will stop adopting your system – if they even adopt it in the first place when they see that they can’t find their data using it. They’ll be more inclined to stick with the mass of spreadsheets that they have littering their desktop. They ‘know where to find everything’ with those. It’s a shame that no-one else does. And that there will be nothing to find when they lose their laptop or get a virus.
Low user adoption is a key reason why CRM systems fail – CRM doesn’t magically optimise your business. It’s the employees using the system that creates the magic.
Getting users to adopt your CRM
So how can you engage your users to get on board with your new CRM?
How about by reducing their workload and data entry by stopping them in their tracks when they go to create a record that already exists?
In 2016, HubSpot found tedious data entry to be the number 1 CRM adoption challenge.
Or by providing a CRM search that delivers the promise of one version of the truth?
By enabling them to find what they’re looking for.
We recommend Paribus Interactive for this purpose – CRM with Paribus is a cleaner, smoother, more accurate and better experience. The smart CRM search capability allows users to find records they are looking for, the first time. Our ‘fuzzy logic’ search engine ensures that all possible matches are surfaced, delivering a holistic single customer view.
Our unique preventative search lets users know that they may be entering a duplicate before they needlessly fill out a full duplicate record.
CRM by itself is great. CRM with Paribus is better.