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Tips to Improve CRM User Adoption

CRM User Adoption is one of the challenging area for many organization of all sizes. Whilst the need for a CRM system in an organization is arising and organizations are planning to
implement the same, it is also highly imperative to think about making your users adopt to the system. So, I would say CRM user adoption should be thought about well in advance even before deciding on which CRM system to implement. The key here is, get your users adopted to process, the system does the rest.

I have identified few areas to be considered for a successful CRM user adoption strategy.

Identify Champions within the organization (CRM Advocates)

Every organization needs a CRM Advocate within themselves, he/she should be the go-to person for anything related to CRM. This CRM specialist should be an active member right from the initial CRM strategy design till the end so that their expertise and skills could be highly leveraged and can take the entire organization’s CRM vision in the right direction.

Demonstrate Value

Every CRM user in the organization should be aware of the value which the CRM system brings in. It should not be that the management wants them to use it, so they do. It’s better if it is the other way around. Here the CRM specialist should act as a sales person to the CRM users. Most importantly answer the WIIFM “What’s in it for me” question, then things would fall in place automatically.

In my own experience, I used to tell my people that if they are comfortable using Microsoft Outlook then they are already IN the game, then CRM would be the enabler.

The Microsoft Dynamics CRM advantage,

http://www.crmsoftwareblog.com/2011/01/seamless-outlook-integration-with-microsoft-dynamics-crm-2011/

Deliver where it is required

While the world is completely going Mobile! So do the need for your users and their    CRM. Imagine how beneficial it could be if your users can access it in their IPad, IPhone, Blackberry etc. In a typical case, the sales person who gets out in the field does not feel motivated to enter the client specific information back in his desktop. With mobile CRM, he/she can enter information in their mobile device and have it tracked. Try Microsoft Dynamics CRM with no additional cost.

http://rc.crm.dynamics.com/rc/2011/en-us/online/5.0/GS_CRM_mobility.aspx

Involve department heads in decision making

Similar to any management decisions, when you plan your CRM system it is recommended to include the head of each department in the CRM decision making process which can add more value to the system from their department’s perspective and more importantly will help us to set clear expectations from the system.

Opt for a phased implementation rather than doing all at once

Anything which goes through a gradual process is more effective and will help reap great results. Similarly, the CRM implementation process should be looked at the same way. Start smaller and grow gradually. We may have a bunch of expectations from the CRM system but it doesn’t mean that it has to be done all at once. Instead, split those into phases and implement one by one. The advantage is, better user adoption through a proper pace.

Make training plans to fit different users

Proper training plays an important role and serves as a contributing factor for successful CRM user adoption strategy. Your CRM training plan should preferably be tailor made for each set of users, not so easy but worth the time invested.

Incorporate social media with CRM

This is very interesting and I’ve talked about this in couple of my previous posts,

https://astutecrm.wordpress.com/2011/06/08/social-crm-the-technology-enabler/

https://astutecrm.wordpress.com/2011/07/03/social-crm-engaging-your-customers/

Try the GAMIFICATION approach

Think of a game linked with CRM, sounds weird? Please stay tuned!

Good luck.

Cheers,

Francis Edwin

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Categories: CRM
  1. February 21, 2013 at 2:32 am

    Great post! Such an important issue.

    We, at CRMGamified®, answered the adoption challenge by developing a gamification solution for MS Dynamics CRM. You may have heard about us.

    Also, you may be interested in a blog post by MVP Pablo Peralta in our website entitled “10 Deadly Sins in CRM User Adoption” (http://crmgamified.com/2012/11/crm-user-adoption-deadly-sins/)

    • February 21, 2013 at 2:46 pm

      @CRMGamified : Thanks! I’ve read it and also its the need of the hour. Well written

  1. April 11, 2012 at 10:36 am
  2. May 18, 2012 at 11:39 am

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