The advantages of a CRM system are crystal clear. Better collaboration between sales, service and marketing increases productivity and thus sales. Unfortunately, it often happens that this potential is not fully used. The faster you use the potential of a CRM system, the earlier this will be noticeable in your customer orders.
Thus, after the introduction of a CRM system, productivity can first drop noticeably. This is only indirectly related to the learning curve. Often the employees are diffuse and tense because they have to leave their comfort zone. CRM systems can be highly complex systems, depending on the degree of application, and pose enormous challenges for less technically-affine users. Read our tips to avoid this scenario.
Advice for high CRM user acceptance
Involve employees in the introduction of the system
In larger companies, it is of course, difficult to involve every employee. Nevertheless, you should identify a group of users for each department who are in close contact with the CRM implementation partner. Regular meetings should be held with these key users to discuss user behavior and desired functions in the system. The remaining employees can communicate their ideas and wishes to the key users. This procedure is used to channel communication in a meaningful way and prevents chaos. If these key users feel picked up, the remaining employees are automatically picked up as well.
Adapt the system to existing wording in the company
Listen carefully and use terms in CRM that are widely used in the company. Many companies have their own sub-culture with their own language. Use this language in the system, even if it sometimes seems strange at first glance. This will reduce the effort involved in relearning and rethinking. A familiar environment increases CRM user acceptance.
Design the CRM intuitively
Management may already have ideas about which sophisticated processes should be mapped in the system. But be careful with the complexity, don't overburden your employees right from the start. At the start, implement processes that your employees need. You can then implement more complex processes in smaller subprojects. This gives your employees a certain amount of time to get used to the new system. It is also important to have the system extensively tested. This allows you to create the system entirely according to the user's ideas.
Initial data migration to the CRM
Try to initially migrate all important data that you have in Excel spreadsheets, Word documents or other systems. Especially the popular Excel spreadsheet is hard to banish from a company. If the data is available in the CRM, the employees have one reason less to use the Excel spreadsheets. Of course, the management should set an example and completely get rid of any Excel spreadsheets.
Training and education for high CRM user acceptance
Train your staff in the forefront. Lack of training leads to frustration and a negative attitude towards the system. Usually, CRM implementation partners also offer user training including documentation.
Plan the time required for familiarization
At the beginning, the new CRM system leads to additional time effort during familiarization and data maintenance. Be sure to take this into account in your target planning for the fiscal year. If the sales employee feels that he or she cannot meet his or her targets because he or she is using CRM, he or she will end up being punished for the correct behavior.
Standardize the inputs for data collection
Try to standardize fields for data collection as much as possible using option sets or lookups. If there is too much room for interpretation when entering data, this can lead to a loss of user motivation. Especially in the initial phase, many people move with a great deal of uncertainty in the system. Eliminate this uncertainty with standardized entries.
Management should be a role model
Management should use its role model function. If the commitment of the management to the use of CRM is lacking, this will make itself noticeable in the user behavior. Incentives and impulses should be set. Mention CRM explicitly in the written task description or in verbal communication.
Take away the fear of losing power
There are quite a few employees who are afraid of sharing their information with the entire team. Suddenly, the information for a hot lead should be made available to everyone. Make it clear to your employees that a mature security model exists in CRM that can clearly define ownership, and access to information. By the way, it's not a good sign if such concerns arise among your employees. Everyone should pull together, and pursue a common goal - to help the business grow.
Conclusion
Try to eliminate resistance in the company as much as possible. Be open to criticism and feedback. Involve employees in the development of the system. Try to eliminate doubts before they even arise through skillful communication. Dismantle prejudices and make the added value clearly recognizable for everyone. Act proactively instead of reactively. The success of a CRM system depends not only on your implementation partner, but also on the acceptance of the workforce.
