A Customer-relationship management (CRM) system manages an organization’s interactions with its customers. It’s a powerful tool for growing an organization’s income and increasing its value by putting an emphasis on relationships with the clients it serves. A great CRM will use the latest technology to organize and synchronize all aspects of a business, from sales and marketing, to customer service and technical support. There are a few pitfalls you need to avoid if you want your CRM to work properly.

Before you begin using a CRM, you should make sure you have clearly defined goals. If you aren’t on the same page as your CRM partner, the software may not do what you want it to. Know your strategy and your must-haves before you implement anything. Unclear goals won’t get you anywhere.

Along with unclear goals, reluctant employees will cause your CRM system to fail. Some people on the team may be reluctant to change, but everyone should wholeheartedly adopt the CRM system. If they don’t, it will be difficult to implement the software. They may not use it correctly or fail to take the time to properly learn the system. Before you choose a system, select a few employees from each department and have them test out the system. They should provide feedback about what they do and don’t like, what works and what doesn’t. You want to be sure you’re employing the most effective system for the work the business does, so map out a plan that will address everyone department’s needs. Be sure that you implement a system of feedback when the CRM is adopted company-wide so users can provide ongoing feedback and potential solutions for setbacks.

Don’t assume the CRM system will replace communication among staff and clients entirely. Human interaction is still necessary, and technology cannot replace that. A CRM will keep things running smoothly, but it can’t replace important aspects of the business, like great customer service and sales interactions.

If you want to improve efficiency and improve your organization, make sure you’re working with an efficient CRM system.