When you see other companies outperform with the same CRM that you just bought it’s unnerving to say the least. From implementation to employee engagement and technology integrations, there are a number of bottlenecks that can affect the system’s performance and CRM adoption.
To better understand this CRM performance challenge, we gathered and analyzed nearly 300,000 data points through interviews with CRM users, implementers, and data strategists across multiple Fortune 500’s and SMBs. The focus of our research was to find pain points and bottlenecks that could be addressed to increase CRM performance output.
CRM is inconsistently understood, valued, and viewed. More often than not, CRM adoption suffers due to people-related issues. To avoid failure due to low adoption, organizations must engage with the potential CRM users and stakeholders to ensure:
1) Value Drives Adoption; Communicate CRM’s Value to the User
First of all, know the problems that sales reps face (in account management, data entry, and retrieval etc.) with existing systems. Communicate how the use of a CRM system would help eliminate these challenges and ease their tasks. Once your sales reps and stakeholders understand the value creation potential of a chosen CRM system, adoption will improve.
2) Integration Drives Value; Ensure Seamless Integration with Existing Systems and Other Departments
Your organization needs to ensure proper integration on two fronts:a) between existing systems and the CRM system and b) use of the CRM tool across departments (eg. sales and marketing, to facilitate real time information sharing).
Case Study #1:Fortune 100 Healthcare Company Use Case of Salesforce exemplifies how limited integration between systems limit SFDC potential.
When asked to evaluate SFDC, employees gave the lowest score to ‘SFDC’s Integration’ with other systems and across browsers, making it one of the major factors limiting SFDC adoption.
3) Training Drives Value; Train Users to Realize Better Returns from CRM
It is crucial for sales reps to fully understand the functionality of CRM tools and systems. Teach them how to solve their existing issues in the new CRM system. Provide sufficient and ongoing training to employees to make sure they are comfortable with the new system and use it optimally.
Case Study #2: Fortune 200 Retailer Use Case exemplifies how user behaviour can drive down value of CRM. The chart reveals how users with less proficiency in CRM see it as more cumbersome and unreliable.
4) Communication Drives Value; Communicate with Users
Connect with your employees to know their experience with CRM. Collect their feedback and let it drive future roll-out plans.