Why CRM User Adoption Is Low, and What You Can Do about It
Low user adoption rates commonly plague CRM implementations, accounting for up to two-thirds of failures. In fact, according to CSO Insights, only 40% of businesses claim to have an adoption rate of over 90%. Business leaders must remember that a CRM is only as effective as the data stored in it and the capabilities of those using it, but that’s exactly where many organizations go wrong.
While low adoption rates will herald a swift and expensive conclusion to your CRM project, it’s important to recognize the enormous benefits of implementing the right solution. These include more effective marketing, more efficient internal communications, and better customer relations, just to name a few. But to experience these benefits, you’re going to need a strategy. Here are some tips to help you get started:
The Importance of Looking Beyond Sales
Contrary to popular belief, CRM isn’t just about sales. Although CRM is critical in sales for keeping track of potential customers and identifying new trends and opportunities, the data stored within can be useful throughout every level of your business. Indeed, by far the most common reason for businesses to adopt CRM is to improve sales, but that doesn’t mean it should stop there.
The problem with not thinking beyond the needs of the sales department is that other employees will think that their input is unnecessary. However, everyone in your team has a role to play when it comes to delivering the level of service your customers expect, be that a direct or indirect role. That’s why every business should view CRM as an interdepartmental system that brings together sales, marketing, support and finance all under one centralized database.
Overcoming the Challenge of Inconvenience
Unsurprisingly, CRM systems are incredibly user-centric, meaning that a successful implementation is heavily reliant on the ability and readiness of your employees to enter data into it as required. On the other hand, manually populating CRM records is often a time-consuming and tiresome process. That’s exactly why many sales reps don’t always input important data into the system, thereby rendering it ineffectual.
Every business needs a CRM system that suits its workload as well as the know-how of its employees. Every system should also ensure simplicity through automated data capture. Furthermore, it’s also important to eliminate any arbitrary fields that do nothing more than confuse employees and hamper manual data entry. Remember, simplicity is the key to efficiency.
Choosing the Right System for Your Needs
A lot of smaller businesses still rely on standalone systems for carrying out their core processes rather than building a fully integrated suite of business applications. Given the complications involved in building a tailor-made and integrated infrastructure, it’s not difficult to see why many smaller businesses choose to avoid this path. However, they do so at their peril.
Every organization has a unique set of requirements, and that’s why it’s so important to choose a CRM that works with your existing systems and meets the specific goals of your company. Of course, there will almost always be those on your team who will be resistant to change, but that’s exactly why you should get everyone involved with the selection process. And as we’ve already discussed, this should not just be limited to those in the sales department.
Building lasting relations with your customers is all about finding new and innovative ways to coordinate your sales, marketing and customer service efforts. That’s why every modern business needs an integrated solution that provides a consistent experience and a familiar operating environment. With Microsoft Dynamics 365 from WhiteOwl, you can do exactly that. Contact us today to find out more.