The 10 Most Common CRM Mistakes?

Does your credit union have a customer relationship management system that sits on the shelf? That employees find too complicated or difficult to use? That gives you data but not the data your credit union needs to improve marketing and member relationships? You might be making one, or more, of these CRM mistakes.

1. Poor planning: no game plan or roadmap developed.
2. A system that does not align with overarching goals.
3. Lack of buy-in from the C-suite.
4. Lack of understanding of CRM vendors or letting the vendor drive your strategy.
5. Lack of a mature or strong data architecture.
6. Trying to do too much too soon; draining internal resources without an appropriate implementation plan.
7. Isolating CRM selection and implementation to one department and not involving all stakeholders.
8. Not keeping stakeholders accountable in using the system and, ultimately, for CRM success.
9. Failing to monitor the day-to-day usage of the system and share results with staff.
10. Expecting a miracle from CRM.

Read more about each of these mistakes plus two more in “CRM Mistakes” in the January 2017 issue of CU Management magazine.

Stephanie Schwenn Sebring established and managed the marketing departments for three CUs and served in mentorship roles before launching her business. As owner of Fab Prose & Professional Writing, she assists CUs, industry suppliers, and any company wanting great content and a clear brand voice. Follow her on Twitter @fabprose.