The User Adoption Conundrum: Six Ways to Get Your Employees to Use CRM Software October 08, 2008 Six Ways to Get Your Employees to Use CRM Software
By James Wong
Using Customer Relationship Management (CRM) software is analogous to taking a daily vitamin. Both are recognized as proactive ways to maintain a healthy system, yet both also require a consistent effort on the consumer's part to capitalize on the benefits. For many, the task is considered a nagging chore and an unconvincing method for preserving a functional system. However, persuaded or not, it is a proven fact that if assimilated into a daily routine, both of these will enhance system productivity.
Businesses are constantly facing the challenge of convincing sales teams to adopt CRM as the daily vitamin for their sales routine. The sales force is likely already aware that CRM is a valuable and effective tool that can optimize the sales process and help strengthen customer relationships. However, the challenge is getting employees to accept new applications and processes in spite of feeling uncomfortable with the prospect of having to change their habits and conform to an unfamiliar system. This, in essence, is the "user adoption conundrum"—employees consistently clinging to old routines and habits out of comfort despite the risk that they may fall behind their competitors as a result.
Management's task is to help the sales force overcome the user adoption conundrum and adopt CRM software as an integral part of their daily work routine. Here are six proven tips to help employees overcome the user adoption conundrum:
1. Keep it simple. If a CRM solution takes too much effort to learn and use, sales people will resist incorporating the extra work into their already busy lives. A CRM solution that easily integrates into their existing daily routines is key. Whether this happens by purchasing a product that incorporates into an already familiar application or integrates into their existing system in some other way, it will make the implementation of a new CRM package less painful for all involved.
2. Answer the "What's in it for me?" question. Demonstrate clearly to those involved that the new system being proposed will benefit them. The main resistance to adoption is that end users (i.e. sales people) see CRM as a tool for management to "spy" on them versus a tool to actually help them sell more. Spend some time explaining how CRM will benefit them directly and not just the company as a whole.
3. Work the way they work. Most salespeople use Outlook throughout the day. Discover what sales processes they are already doing within Outlook and then see what can be leveraged into the CRM application. If the product doesn’t actually work within Outlook, make sure it at least syncs seamlessly with that program.
4. Give them one piece of the pie at a time. Rollout the software implementation gradually to avoid overwhelming the sales force. Begin by entering sales contacts. Once they are familiar with this part of the software, start tracking sales with the new system. Continue the process by having them use the software to generating reports. Do this until they have gradually begun using every function of the new solution in their daily routine.
5. Make part of their pay dependent on activities within the CRM solution. Once the CRM application is implemented and the sales force is trained, issue a simple declaration that they will only be paid commission for sales if the contact is in the CRM program. Be sure that the declaration is simple and clear to understand.
6. Conduct frequent audits. Once the sales team is working effectively within the CRM software, it is important to consistently assess their results weighed against the expectations. Invite the sales team to review weekly or monthly reports and share feedback. Doing so will not only build a healthy relationship between the product and the employees, but also between the manager and the employees. CRM user adoption rates will rapidly improve as the sales team begins seeing and reaping the benefits of this innovative technology.
It is remarkably easy for businesses to fall into a rut, neglecting to change practices and habits that will provide tangible benefits. With so many aspects to consider when running a successful business, innovation can sometimes take a back seat to more pressing issues. However, implementing a quality CRM product is one of the simplest ways to induce dynamic change in an organization. Understanding and utilizing these tips will also help this transition develop as smoothly as possible.
James Wong is the co-founder and CEO of Avidian Technologies, makers of Prophet, the easiest CRM software for Outlook. For more information about Avidian, visit www.avidian.com.
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