Article

Jessica Compton
Jessica Compton 18 February 2020
Categories Technology

How to Improve CRM User Adoption Within Your Business

Customer Relationship Management (CRM) software has the ability to transform an organisation, from increased sales to improved productivity. However, the technology will only be successful if users are engaged, which is a common challenge businesses face. Within this blog, we look at a few suggestions of how you can improve user adoption within your business.

Customer Relationship Management (CRM) software has the ability to transform an organisation, from increased sales to improved productivity. However, the technology will only be successful if users are engaged, which is a common challenge businesses face. In fact, Research has found that less than 40% have full scale end-user adoption, so ensuring users are on board is critical to the long-term success of your system. 

Below are a few suggestions of how to improve user adoption within your business: 

1. Get employees on board from the start 

It’s not uncommon for employees to resist change, especially when it comes to technology. Fear of the unknown, changes in day-to-day processes and having to re-learn a new system are all common reasons for this resistance. If your business has been using the software you have outgrown for quite some time, there is a chance employees are fed up and have a negative perception of future systems.

To take away the uncertainty around a new CRM, involving end users of the system right from the start is key as they will recognise the benefits and enhancements to internal processes. Benefits should be outlined clearly to all users to encourage use of the system and as the system is used to full effect, these benefits will become realised.

crm-user-adoption.png

2. Listen to users 

Asking for feedback (and acting on this) is getting the most of your CRM, aswell as making sure employees feel like their opinions are listened to. End users of the system will b working daily with the technology and the various elements of the CRM, so they are the be best people to ask for feedback. Questions around functionality, challenges, uses, etc should be asked regularly and made clear that the responses will be listened to.

3. Make sure the software is easy to use 

If the system is overcomplicated, users will not want to work with it, particularly if they are not very technical. The whole point of using CRM software is to improve efficiency and productivity, not hinder it. Therefore, making sure that the solution fits around both business needs, and the individual requirements of users is crucial. If the software is to complicated, users will start to work outside the system (in spreadsheets, paper, etc) taking the process back to square one and eliminating all the hard work.

An easy-to-read, uncluttered dashboard displaying the most relevant information is what most users find useful as too many figures will cause confusion and waste time. Speak to the employees within your company to find out what they want and remember more customisations can always be made later.  

4. Provide user training 

User training is easy to brush off once the solution has been fully implemented, but it is the stage that usually makes the biggest difference; Teaching users the best and most efficient way to use the software will ensure your businesses gets value from your CRM. Within any organisation, there are different technical capabilities which is key to remember when looking at training. Everyone will have different stating points and roles therefore training needs to be adapted to fit these requirements and make sure the training is worthwhile.

Cloud-based systems bring frequent updates and new capabilities, so even if some of your staff have worked with the software in the past, refresher training may be useful to ensure they are fully up to date. 

5. Create CRM Champions 

Also known as Super Users, CRM Champions will be the ‘go-to’ contact within your organisation when they need help. These users a great understanding of both the software and responsibilities make include ensuring data is detailed, accurate and up-to-date, advising management on opportunities for improvements and supporting users.

Specific ‘super user’ training should also be undertaken, going more in-depth with the champion user and passing on extensive knowledge so they are set to help others. 

6. Make it fun 

Gamification is a great incentive for employees to use the system effectively and is becoming an increasingly popular element of CRM. Badges, dashboards and rewards can be offered for those users who participate and use the system, while also encouraging friendly competition amongst teams. 

Final thoughts

Implementing CRM software is not an instant process and getting users on board takes time. However, it’s an important investment to make and one that will provide long-term benefits if done correctly. By following the tips listed above, your business will get the most out of the software and be on the path to CRM success.

 

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