A Infact measurement from Amesto and SuperOffice CRM reveals that many companies have too little insight into the customer relationship. Almost 20% of respondents in Norway, Sweden and Denmark say they do not know why customers leave them. However, the Swedes are best in class. Leaders have even less insight into which customers will leave them in the future.

Managers' lack of knowledge about bad debt

The survey, conducted among leaders in Norway, Sweden and Denmark, shows a red flag in terms of insight into the customer relationship: Far too few know why their customers leave them. Overall, the majority of leaders in Norway, Sweden and Denmark believe that they have some overview of the reasons why customers cancel their contracts.

The proportion who answer “yes, sometimes, yes, but rarely, or yes most of the time” is 81.5 %. This also means that almost 20 % do not know why customers leave them. In Norway, the proportion is 24 %, while Sweden is the best in the class with 11 %.

Advertisement

It gets even worse if we include knowledge about customers who are about to leave. Over 1/3 of all respondents in the three Scandinavian countries say they lack control over which customers are at risk of leaving. The distribution is fairly even between the countries.

• At first glance, the number may seem low, but the fact that 20% of customers who cancel are allowed to disappear without you knowing why they are leaving is alarming! That all 32 % respond that They also have no control over which customers are about to terminate their contract with the company, which can have a major impact on profitability. If there are structural reasons behind the flight, I would consider it business-critical information, says Marie Elvestrand, Nordic CRM Manager at Amesto Solutions.

User-friendliness and security are most important when choosing a CRM system

The survey shows that neither analytics capabilities nor scalability matter most when we are purchasing a new CRM system. When it comes to what leaders consider most important, user-friendliness ranks highest in Sweden and Denmark.

A full 76 % of the Swedish leaders say that user-friendliness is “very important”, 69 % answer security. In Denmark answers 62 % that user-friendliness is “very important”, while 51 % answer security. In Norway, security tops the list (89 %), with ease of use (86 %) coming in a strong second place.

• It is not surprising that security ranks high in such a survey. It is a hygiene factor, and it is crucial for us to be able to deliver reliable and scalable technology to our customers. However, I am very pleased that ease of use is ranked as one of the most important features when purchasing a new CRM system. It shows that the needs of end users are getting the attention they deserve. It is a trend we also see at SuperOffice"Developing products with a focus on ease of use for the end user is at the top of our priority list," says Hans Christian Grønsleth, Global Partner Manager SuperOffice AS.

Workflow automation

Far fewer than half of the managers surveyed in Norway (43 %) consider workflow automation to be “very important” when choosing a new CRM system. In Sweden the figure is 36 % and in Denmark 26 %. Fortunately the figure is higher for Swedish marketing managers. Here the figure who consider it “very important” is up to 67 %.

• It's surprising that more people don't see the big picture. Automating workflow is key to freeing up time for more value-creating work, not just for the individual, but for the company as a whole. Many people probably underestimate the huge benefits that can be gained by having a system that automates repetitive tasks. On SuperOffice We prioritize this highly when we develop solutions and advise our customers,” says Grønsleth.

You can read the report here.: