Poor user adoption is one of the main reasons why CRM projects don't deliver expected results.
If you struggle with CRM user adoption, here are 10 tips to ensure long-term CRM usage.
1. Set expectations
This should be done early on, and it is the team leader's responsibility to help employees understand why you are implementing this new system and your goals for CRM usage. Set measurable goals and hold users accountable to achieve those goals. You can even create a reward system to keep them motivated.
2. Create a CRM user adoption strategy
Creating a plan on how the CRM will be adopted is often overlooked, making user adoption a long and stressful process. However, this doesn't have to the case if you devise a clear plan and follow through with it.
3. Offer content-rich training
Training shouldn't be done just so that you can tick a box and move on. It is about equipping users with the knowledge they need to operate the CRM. So, create a training plan that runs well beyond the introductory stage to ensure that users understand more advanced CRM processes and functions.
4. Involve users
Involving users from the very beginning is essential in CRM user adoption. They will invest more time and put in more effort when they feel like they have a real stake in the project.
5. Personalise your CRM
To pass the critical test of user relevancy, your CRM database should be personalised to your business operations. While it may not be far away from what you need, don't accept the 'out of the box' solution. Personalisation may incur a small extra development cost, but it will pay back quickly in terms of CRM usage.
6. For optimal CRM user adoption, keep it simple
CRM systems have great features, but the last thing you want is to clutter your interface with features your irrelevant features that your users don't need. Working with a good CRM developer will make sure that users only need to complete the bare minimum.
7. Communicate openly between teams
Even after connecting teams to a single data source, communication remains fundamental in ensuring that information flows smoothly throughout the organisation.
8. Replicate social tools
CRM user adoption is easier if users can apply functions they are already familiar with, and that includes social tools. Investigate whether relevant social tools can be integrated into your CRM system - it may just save time as well.
9. Integrate apps to help CRM user adoption
Integrate your CRM with applications users are already using. This includes SharePoint, Outlook and systems such as marketing automation software.
10. Keep CRM usage issues open and public
CRM sceptics will always remain, and when left unchecked, they can spread negative influence. Therefore, tackle any arising CRM issues to limit damage to CRM user adoption.