According to Gartner CRM the most important business software in the coming months. The research predicts that investments in CRM will soon account for the majority of corporate spending. Considering the diverse functionality of this tool, that should come as no surprise. Furthermore, the enormous benefits of CRM are often immediately apparent for companies that successfully implement the software. Companies deliver a better customer experience while benefiting from higher revenues. Therefore, the use of CRM is expected to be on an upward trend. Unfortunately, when it comes to CRM adoption, the picture is worryingly different.
WHAT IS CRM ADOPTION AND WHY IS IT IMPORTANT?
CRM adoption refers to the percentage of people who consistently use the software over an extended period of time. For example, if 100 people use a CRM initially and 10 leave the software over time, the adoption rate will be 90%. Unfortunately, the adoption rate of CRM is not that high. Currently, less than 40% of the companies have achieved full adoption. While recent trends suggest improvements in adoption rates are imminent, the current situation remains worrying.
A failed CRM project immediately costs a company a lot of money, from lost revenues to wasted implementation costs. On the other hand, a successful project improves sales, lead generation and customer service. Undoubtedly, the success or failure of the implementation is closely related to user adoption. Therefore, CRM adoption is of great importance. Companies must ensure that their employees use the software regularly and productively to reap the benefits.
HOW TO IMPROVE THE ADOPTION OF CRM?
INVOLVE END USERS IN THE PLANNING PROCESS
The purpose of purchasing CRM software is that your employees can use it in their daily tasks. Therefore, it makes sense that they are considered key stakeholders in the planning and implementation phases. Involve department heads in important conversations to increase adoption of CRM. Let them talk about the need for CRM, the best SaaS provider to buy the software from, etc. By gaining the support of department heads, you automatically create ambassadors who will positively influence other employees.
ENSURE GOOD ONBOARDING AND CONTINUOUS TRAINING
A common criticism of CRM is that it is complex and difficult to use – and there is some truth in that claim. 50% of the sales executives reports that CRM is difficult to implement as its complexity is a significant barrier to adoption of CRM. However, a sound onboarding and training strategy can improve this situation. Enlist the help of in-house CRM experts and representatives from your SaaS provider to simplify the product for your staff. Since CRM has numerous features, it will take some time for users to fully understand the software. Therefore, ensure that training is regularly scheduled for weeks or months to facilitate and solidify acceptance.
USE CORPORATE LMS PLATFORMS
CRM adoption should be as close as possible for optimal results. The use of Corporate LMS platforms can help efficiently manage and monitor training programs. Interestingly, most business LMS can help monitor the adoption rate of specific positions. Therefore, you can know the areas to intensify the workout or relax.
CHOOSE PERSONALIZATION AND CUSTOMIZATION
Personalization and customization of CRM features are great ways to improve the adoption rate of CRM. Therefore, make sure that your user interfaces and workflow are closely aligned with the preferences of the users. This promotes ease of use and genuine interest in working with the software. Many SaaS providers offer the flexibility to customize features, so be aware of that.
ENCOURAGE HEALTHY COMPETITION
Positive reinforcement is one of the oldest learning techniques known to man and may be helpful in promoting CRM adoption. Therefore, publicly offer rewards to users that maximize CRM features such as lead generation, data entry, etc. Incentivizing usage will motivate other end users to master the software.
A CROSS-DEVICE APPROACH
Mobile devices now account for a greater percentage of global internet traffic. Many internet surfers, including your staff, prefer to do business on their smartphone and tablet these days. Recognizing this pattern and reacting accordingly will significantly increase the adoption rate of CRM. So, when selecting SaaS providers, keep in mind the availability of CRM mobile services. This allows your employees to work from home or remotely. More importantly, it speeds up the adoption and subsequent adoption of the software.
GO FOR AI-POWERED CRM
Artificial intelligence significantly improves CRM every day. With benefits such as improved lead scoring, increased automation, and database optimization, AI-powered CRM are key to speeding up adoption. Zoho, Salesforce and many other CRM users now offer AI solutions that are worth every penny. Therefore, choose such SaaS providers if it fits within your budget.
In short, improving the CRM adoption should be a priority for any company using the software. Failure to do so could result in you missing out on the huge benefits of CRM. So test these seven steps, among others, to help drive CRM adoption in your business today.