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Tips to increase CRM user adoption

Jessica Compton of PragmatiQ Solutions provide 7 tips to propel uptake in your new CRM system

Customer Relationship Management (CRM) software can provide a huge number of benefits to an organisation, from increased productivity to closing more sales. However

user adoption is always a challenge

and often the biggest hurdle for businesses to overcome. Research has found 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.

Here are 7 tips to help increase user adoption:

1. Get employees on board from the start

People can resist change, especially when it comes to technology. Fear of the unknown, unwanted changes in day-to-day tasks and having to re-learn different technology are all common reasons for this resistance, so businesses need to work with employees and do all they can to prevent this.

Involving the end users of the system, from the beginning of the process takes out the uncertainty and helps negate some of this fear. Ensuring the benefits of the change are outlined clearly will help users to feel positively about the situation and be more on board with the move. 

2. Listen to the users  

Don’t forget to ask employees for feedback as they’re ultimately the end users of the CRM. To encourage user adoption, employees must want to use the system, so don’t ignore what they say. At the end of the day, you want employees to use the CRM to its full potential. Therefore encouraging regular feedback is best practice to make sure any problems don’t go unsolved. 

3. Make sure the software is easy to use 

Overcomplicated systems and non-technical users are a recipe for disaster. The whole point of CRM is to improve efficiency and productivity, not hinder it. Therefore the CRM should be tailored to suit the needs of the users, as opposed to users having to fit their processes around the solution. 

A clean, easy-to-read interface with relevant information is essential. If it is too cluttered, users will get confused or distracted so you want to avoid this. Speak to the users within your company to find out what they want, more customisations can be made later. 

4. Rubbish data in, rubbish data out 

Your CRM is only as good as the information put in, so if users are putting inaccurate data in, only inaccurate insights will come from it. Ensuring the data you migrate is up to date and accurate is essential, so make sure users understand this point in order to get the most out of your system. 

5. User training 

Within any organisation there will be different levels of user capabilities, so it’s important to gauge this before any training commences. However keep in mind that frequent innovation brings more capabilities, so refresher training may be useful for those users who were trained a while ago. Usually, the partner who implements your CRM will offer user training, so it’s worth asking if this hasn’t been suggested already. 

6. Create ‘CRM Champions’ 

Within the organisation, have a ‘go-to’ contact, who staff can go to when they need help, while also providing easy access to a knowledgeable resource. As the champion within your organisation, this user will have a great understanding of both the software and the business, which will allow them to get the best out of the software and other employees. 

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

7. Make it fun 

Gamification is an increasingly popular element within CRM and is a great incentive for employees to use the system effectively. Badges, dashboards, and rewards can be offered for those users who participate and use the system, whilst 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 is 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 for CRM success.

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