Increasing CRM adoption is a challenge nearly all CRM Administrators face. It was identified as a top 5 responsibility for CRM Admins in 2017, according to a global CRM Administrator survey Apttus conducted in early 2017. User adoption is critical to achieving a good return on investment in a CRM system. Here are 4 easy tips to increasing user adoption.
If You Build It, They Will Come
Implementation of enhancements to CRM that make using it to complete daily tasks easier than not using CRM creates a big advantage in the adoption challenge. End users who can easily see the value that CRM brings to their jobs, will be more likely to share that experience with colleagues, who will in turn become better users of the system.
Involve End Users in the Process
Humans by nature, are creatures of habit and tend to resist change, especially when the change is unexpected or unannounced. By involving key users early in the implementation or enhancement process will not only insure their business needs are given adequate attention but also gives those users more of a sense of ownership and pride in the new processes they will be using after implementation. Involve the end users in all phases, from design and testing in the sandbox, to validation of updates once in production.
Measure the Right Stuff
Measurements like login rates are not a good indicator of user adoption. Logging into CRM is not an indicator of utilizing the system in any way, it simply lets CRM admins know who has logged in and how often. To get a better picture of how well the users are adopting CRM, measure things like the number of opportunities with close dates in the past, the number of contracts create, the ratio of optional to required fields completed on objects like Accounts, Contacts and Opportunities, and the number of Chatter posts/updates. These will get you a much better picture of what your users are doing in the system, and how well they have adopted it.
Train, Train, and Train Again
Training is critical when implementing a CRM system. Be sure to plan adequate time and budget for training not just the trainers, but management as well as end users. With a complete training plan, everyone should not only understand how to properly utilize the system for their work, but also how important it is to the success of the entire company. If you do not have the time or budget for formalized, in-person, classroom-style training, create short videos for each new feature being released and a quiz to go along with it to validate learning. By including these 4 easy steps in your CRM implementation process, you will not only increase CRM adoption, but you will also create internal advocates and champions for CRM usage.
It’s a win-win!