CRM
"The team will not enter anything into the CRM" is a sentence we hear often. What usually sits behind it: the system asks the salesperson for data and gives nothing back in return.
Data entry is not the work
If logging a conversation means filling five fields, and none of those five fields helps the salesperson the next morning, then the record exists only for a report. Reports are the manager's job, not the salesperson's.
When a system becomes usable
- The customer's history is visible on one screen
- The system reminds you when a follow-up is due
- Preparing a quote is faster than hunting for a file
Change what you measure
When "how many records were entered" is replaced by "how many enquiries went unanswered", the purpose of the system changes with it. The first is supervision, the second is help — and teams use the second one.