Organizations investment in technology to provide their employees with resources that will increase productivity, optimize business efficiencies and manage risk. Having a clearly defined approach to user adoption will impact how quickly your end users accept and utilize the change, maximizing returns on the investment. This post will dive into the key tactics and considerations in driving user adoption. Keeping in mind that these tactics can easily be implemented with proper communication and planning.
It is important to note that CRM user adoption is built upon three key elements: People, Process, and Technology.
#1. INVOLVE YOUR USERS EARLY & OFTEN
Participation in the design of a company’s CRM provides your end users with opportunities for growth, leadership, ownership, and buy-in. There are a number of roles with varying time commitments and levels of expertise.
By establishing a CRM Governing Board, you are setting up your organization for success. Membership of the governing board can be based on a combination of nominations and volunteers. The types of decisions often made my a CRM Governing Board include but are not limited to: the release and timing of new features and functionality, establishing measurements of success, defining required and dependent fields, as well as determining reports and dashboards across teams and territories.
#3. CONDUCT HANDS-ON “DAY IN THE LIFE” SCENARIO TRAINING
Avoid putting your end users through point & click “how to” training. End users’ knowledge of the CRM system will be limited to knowing how to do something opposed to when to do something. The best approach is to train your end users based upon true “Day in the Life” scenarios. Leverage the results and experience of Rep Rides, User Acceptance Testing, and established business processes to design a curriculum based on their individual roles and responsibilities. The scenarios should take them from through the entire sales cycle as well as their day-to-day activities. To learn more about CRM best practices, read Maintain Data Integrity: 6 Tips Every CRM User Should Know.
#4. LEAD BY EXAMPLE
Action speak louder and words. There are a number of ways in which management teams can lead by example.
- Managers should actively participate and attend the training classes with their respective teams
- Volunteer to conduct the opening remarks of your team’s CRM training to set the stage and expectations
- Conduct performance reviews utilizing data gathered from CRM reports and dashboards
- Run your daily & weekly reports in CRM, stop asking for updates from your team
- Maintain and delegate tasks to members of your team using CRM
#5. MAKE COMPENSATIONS DEPENDENT ON CRM REPORTS
Don’t pay people if the sales opportunity or customer isn’t in CRM, or if it’s not filled out to pre-defined standards. You’ll be amazed at how quickly opportunities move into CRM.
#6. SET GOALS WITH YOUR TEAM: 30, 60, 90 DAYS
Just like in the business world, you’ll never get anywhere without a few worthwhile achievable goals. Don’t set the goals for your team, but present goal ideas and work collaboratively with them to decide what’s reasonable and what will help motivate them to use CRM on a consistent basis. By establishing 30, 60, 90 milestone dates, you are providing targets for which your team can work towards.
#7. DESIGN WITH THE END USER IN MIND
What’s easy for IT, may not necessarily be easy for the end users. Utilize the results of the User Acceptance Testing to design CRM to meet the end users’ business processes and workflow.
Stop trying to track everything. The easier CRM is to use, the more people will use it. Get rid of the clutter, by hiding things people don’t use:
- Hide or remove unused data fields
- Use easy to understand names for custom fields
- Hide unused Tabs and irrelevant Reports & Dashboards
- Create drop-down menus or pick lists to save time in data entry
- Only make fields required if they are tied to a key Report or Dashboard
- Announce & train end users before turning on any new features & functionality
#8. BUILD CUSTOM VIEWS, REPORTS, & DASHBOARDS BEFORE DAY ONE
Customize the Views, Reports, and Dashboards based on the needs of the individual’s role. By configuring CRM to a specific user interface you’ll exclude anything irrelevant and distracting. Thus, clearing the way for your end user to see the value of CRM.
#9. TURN OFF THE LEGACY SYSTEM(S)
Once end users have been CRM trained, they should no longer have access to the legacy system. If not, they can easily regress back into using the legacy system never realizing the potential of your new CRM system. All relevant information stored in the legacy system should either already be migrated over to CRM or be configured to display the information in CRM.
Depending on the size of your CRM end user community and training resources, you will most likely use either a (a) Big Bang Approach (small to mid-market companies) or a (b) Phased Approach (global organizations).
#10. RINSE & REPEAT
CRM user adoption is a continuous cycle. As your end users and your business evolve, so will your CRM system. Keep in mind that it’s best to have your team learn to walk before they can run. As your end users become more proficient and CRM savvy you can begin to turn on more advances features and functionality.