Perhaps the largest contributor to CRM’s popularity is its promise to drive revenue growth, productivity and customer satisfaction; but if your end users are not using the system, you won’t reap any of these benefits. Your CRM system will only be effective if it’s being used by your employees. This is obvious. What’s not so obvious is how to get your employees to use the system. Many times CRM systems become ineffective after they’re implemented because CRM user adopt rates are low and employees simply are not using it. What you’re left with is the skeleton of a database, without enough meat on its bones to bolster effective reporting, sales management or communications.
There are several reasons why CRM user adoption may be low such as:
- Users are not properly trained on the system. If your employees don’t know how to use the CRM, then they certainly won’t be entering data into it.
- The system is not sales rep friendly (no mobile option for example). When your sales reps are ‘on the road’ they need a way to enter data without a desktop computer. Make sure they can do this from a portable device such as a smartphone or tablet.
- The system is not built with the end user in mind and is not intuitive. Make sure the system is easy to navigate and that it makes sense to the end user. For instance, don’t set arbitrary required fields.
- Too much junk data in the system. If there are too many duplicate records or bad information in your database, this might deter users from entering in good information.
- System is cluttered with unused fields and modules. Users don’t want to open a module and see a hundred fields. Make sure your modules are clean, and only require what is necessary.
According to a survey released by Schwab Advisor Services, CRM user adopt is low for many companies. Out of the 1,608 independent advisors surveyed, only 17.9% gave their company an “A” when asked to grade their CRM usage.
CRM success, like other forms of success, is dependent on education. The more you can learn and understand about your system, your technology partner, and the selection and implementation processes as a whole, the better off you will be. A properly selected and implemented CRM system will drastically increase positive engagement with customers and prospects, lessen the burden of menial tasks performed by your sales and marketing employees, and create an information hub for driving key business decisions.
Take the next step: The white paper below will cover 11 guidelines you should follow to achieve success with your CRM. Each section is broken down clearly, and offers examples of what you should put into practice.