CRM vendors all promise fantastic ROI by helping your company increase sales productivity, improve customer satisfaction, and enable marketing effectiveness. However, those benefits only come to life if your employees actually use the system.
WII-FM: What’s In It – For Me?
To maximize user adoption, you need to figure out the answer to this question: “How can we make them WANT to use, or even depend on, CRM, even though it might require more discipline on their part?”
Generally speaking, people resist change, they already have too much on their plate, and some even struggle to learn new software. The last thing you want to do is give them a system that gets in their way, rather than making their life easier and more productive.
WII-FM: Questions to ask yourself
- What dashboards will help my employees make better decisions with their time?
- What reports do they need quick access to?
- What information are they searching for frequently?
- What tools will help them get more work done in the same amount of time?
- What reminders will help them get better organized?
- What real-time performance metrics will help keep themselves on track?
- How do I make it easy and fast for salespeople to keep their forecast up-to-date?
How to answer the Questions
Many people make the mistake of simply asking a few trusted people in each functional area what they want/need, and then turn that into a requirements list. Observation and measurement are better tools. Talking to existing CRM reference customers about these questions is another way to find out what works, and what doesn’t. Watch how your most effective employees get things done. Replicate some of their methods, and remove obstacles from their path.
What to expect if you don’t consider user needs
There’s no question that a modern CRM system is a wonderful tool for managers and executives. You get better visibility into the key metrics in your business, you get real-time reports that allow you to make quicker decisions, and you get tools to manage employee performance.
This only works if your whole team uses the system. For example, if only 60% of your salespeople enter their leads, log their phone calls, and manage their sales pipeline, your dashboard is only 60% accurate, at best. Your visibility becomes more than a little foggy.
The Bottom Line
When planning an implementation of a CRM system, put yourself in your employees’ shoes and you’ll make better decisions that will maximize user adoption and accelerate your ROI.
Audaxium consultants are former employees of companies who have implemented new CRM systems. We’ve been through the learning curve and can provide you with some ideas to accelerate user adoption and reduce the impact of change. Contact us for more ideas.