Even though I know and preach that CRM Process is the true core of a successful CRM system I must admit the reporting and decision-making portion is actually my favorite part. I love playing with numbers and discovering new avenues to traverse.
One could argue that the reporting and decision-making portion of a CRM system is actually the most important part because it fuels the tweaking and accountability of the processes…..as long as someone is watching. I believe the two compliment one another; especially when the two are done right. Unfortunately things like faulty reports, lack of comprehension, and data corruption (duplicates, bad ad sources, etc) plague the accuracy of CRM reports.
Decision-Making also compliments the marketing end of the CRM and if you truly understand the reports you can use them as good indicators of how well your other marketing efforts are working.
Unfortunately, it seems, reporting is the last thing ever considered by some vendors and that has really ticked me off as a dealer because we rely on it so heavily.
What to look for in Process Reports:
This is the toughest part to overview in a demo because it is really difficult to gauge how accurate things are without using your own data. The best you can do is check to make sure the data points you want to measure are available in the reporting and then call a reference dealer to see if they’ve been happy with the reporting accuracy. Speaking of calling references, I need to write an article about that. [Read more…]