Gartner predicts the market for CRM software will reach $23.9B this year. They go on to suggest it will reach $36B by 2017. Those 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?
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 for 2015.
ProAptivity have a user adoption of 100% amongst the clients that we have implemented Maximizer CRM. We specialise in assisting companies to gain real value from their CRM implementation. To find out more contact us today on 028 90735630 or email at email@example.com