Planning and preparation are critical CRM adoption principles, as they are in most other walks of life. In this blog we look at some key elements that are critical to a successful CRM adoption.
The market for CRM software was approximately $52B 2020 and is projected to grow globally to in excess €120Billion bt 2028. These are staggering figures considering it was an $11B market in 2012. Research shows that only 40% will achieve a meaningful user adoption rate with the majority struggling user adoption. Are you one of them?
Critical CRM adoption principles.
So how do you keep your CRM from becoming a statistic? Successful CRM systems are extensions of a well-defined sales process.
To guard against failure you must strive to achieve an adoption rate above 80%. The most successful companies achieve adoption rates above 90% by following these best practices: I have outlined below some fundamental CRM adoption principles that should be adhered to when implementing CRM.
Don’t make it optional
Users need to understand that using the CRM is not a suggestion, it’s expected. Start by eliminating ways to go around the system. Make the CRM the system of record for critical tasks.
Focus on ease of use
Listen to users. This will ensure that the CRM isn’t a system for system’s sake. The CRM should exist to make the company successful. In doing so, it should make user’s jobs easier, more intuitive, and efficient. If not, why not? Make ease of use the goal. If the CRM is easy to use you won’t have to demand adoption. Users will adopt it willingly and enthusiastically.
Gamify the experience
Apply game mechanics to increase engagement and introduce competition among users:
- Identify the behaviours or actions inside the CRM that you want to encourage.
- Create the tracking mechanism and reporting structure.
- Create an incentive that is meaningful.
- Keep the game fresh by introducing different challenges each month.
Adapt the system
Implementing a CRM isn’t a “one and done” affair. Like any enterprise system it needs constant care and attention. The most effective companies adapt it with frequent releases to respond to user feedback. By regularly releasing enhancements or new features they encourage user engagement.
- Usability: Make sure there is someone who is conducting usability testing and gathering user feedback.
- Bugs: Maintain a bug-fix list that users can see and contribute to. Take it seriously and resolve the bugs that are brought to your attention.
- Don’t force-fit: Make sure you adapt your CRM to satisfy the different modes of your users. Are some users behind a desk all day while others are mobile? One size doesn’t fit all. If you force-fit everyone into a single CRM interface you’ll likely alienate some users.
Low adoption is a predictor of failure. Protect the investment that’s been made in CRM by focusing on boosting user adoption. Make adoption a key measurement of your success
How ProAptivity can help with Critical CRM adoption principles
ProAptivity are an independent CRM solutions provider. We focus on the implementation, training, and support of highly customised CRM software solutions. Our CRM software supported by our sales training provide customers with the tools needed to deliver successful sales process management.
Fundamentally, we help organisations embed CRM best practice throughout their organisation. This helps organisations become more competitive, customer focused and ultimately more profitable.
If you need help in understanding why my business needs CRM, maybe some of our eBooks could help! Alternatively visit Maximizer CRM for more information. Contact us today in Belfast on 028 9099 6388 or at our Bedford office on 01234 214004. Alternatively email us on firstname.lastname@example.org. Contact us today for a free CRM consultation that will assess if your business is CRM ready.