Most businesses who have a Customer Relationship Management (CRM), or have implemented a CRM in the past will talk about challengers with user adoption. There are a range of benefits this software can bring to an organisation, from increased productivity to closing more sales, however if users are not on board with the transformation, then success will be a challenge. Recent studies show that 49% of CRM projects fail, and less than 40% have full-scale end-user adoption, so ensuring users are on board is critical to the success of your system.
So, PragmatiQ Solutions explore five ways to increase CRM user adoption within your business...
Tip One: User Training
Every business will have employees with different technical capabilities, so keep this in mind when you have user training. Also, remember to gauge this at the start of the training process, as it’s important that users are trained at the right level. For those users who are more advanced, refresher training is a good option to jog their memory and make sure they are up to date with the new software. It is also worth checking if the partner who implemented your software offers CRM training, as this can make the process easier as everyone is already familiar.
Some companies will create a ‘CRM champion/superuser’; who has a great understanding of both the software and the business, which will allow for them to get the best out of the software and other employees. This ensures that there is someone within the business who can be easily accessed and assist any users who need help.
Tip Two: Get employees on board from the start
Employees are known to resist change, especially when it impacts the processes they are used to, and the outcome is unknown. To help prevent this resistance, businesses need to make sure the end-users are on board from the start of the process and the benefits are outlined clearly. If employees have a glimpse of how the system will make their day easier, they are more likely to be on board with the move and feel positive, making the whole transition a smoother process.
Tip Three: Make sure the software is not too complicated
Organisations often forget this point and get carried away with all the additional functionality available, however when the end-users then go to learn it, it’s too complex. Anyone who works with technology will know that overcomplicated systems and non-technical users are a recipe for disaster. When it comes to a CRM, the whole point of it is to improve productivity within your organisation, not hinder it, so the CRM should be tailored to suit the needs of the users.
Tip Four: Ask for feedback
It might seem like an obvious point; however, businesses often overlook it. As the end-users of the software, your employees know best about what is working and what isn’t, so gauging their point of view is essential. Ultimately, you want users to utilise the software to its full potential, so it is best to make sure any problems/questions don’t go unsolved.
It is important to think about the users at the beginning of the process aswell, not just waiting until the CRM software is implemented before you ask for feedback. As mentioned in point number two, find out what your employees want to see and keep in the loop from the start.
Tip Five: Make it fun
You might have heard about gamification, an increasingly popular element within CRM which encourages user engagement. It is a great incentive amongst teams to use the system and businesses can choose how to reward those who participate. Not only does it help increase the use of the CRM, it also encourages a bit of friendly competition amongst teams!
Finally... Getting users fully on board takes time, and businesses should be prepared to take the necessary steps to ensure it is a success in the long run. By following the tips listed above, your business will get the most out of the software and be on the path for CRM success!