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Why CRM Failures Happen with Jon Lee of Copper

Liston Witherill
Liston Witherill
1 min read

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Some tools work better than others. Figuring out the best one for your business can be a series of trial and error. Rather than let CRM failures happen, you could find the one that’s the best fit for your business.

Jon Lee, CEO of Copper, is my guest today, and he’s explaining why CRM failures happen, how they can be avoided, and how you can leverage CRM to grow your business. And no; no tedious, tiring data entry is required here!

In this episode, we’ll discuss:

  1. How to avoid CRM failures
  2. The impact of AI
  3. What attributes make a great customer
  4. The best way to attract customers

A Forrester study reported that 47% of CRM implementations fail because of lack of adoption. The system is not organized, or structured in a way that turns new users away because the navigation is confusing. This can be avoided by creating a CRM that flows in a way users are already familiar with. Jon shares how Copper is laid out very similarly to Google, so nothing feels unnatural to a new user.

While CRM is not 100% automated, AI and machine learning can greatly impact how it helps customers. AI has the ability to look at historical patterns, extract those patterns, and continue to refine and develop that capability of understanding to then be able to provide that recommendation back to the customer.

Speaking of the customer, what attributes make up for a great customer? You can determine these attributes based on their journey with your product or service. How you acquire the customer and provide a customized experience based on their history of engagement with your product/service also foreshadows how they’ll interact with your product in the future.

So, what is the best way to attract these great customers? By simply helping them, they will return the favor (the favor being purchasing your product/service). Show them how you can help them, the value your product/service can add to their life, and be sure to give them an amazing experience along the way.

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