CRM can bring a lot of benefits to your business – and there should be benefit for every single person within your organisation. However, change is always tricky to effect, especially if staff believe that they are already succeeding at what they’re doing and perhaps perceive that any change or new technology may be a hindrance, distraction or even a burden, rather than a true enabler to even greater success.
For the managers, the motivation to impose a CRM system is often straight forward. Sales Managers want to better understand what’s going on within the sales pipeline, be provided with accurate sales forecasts and know that the team is going to hit target. Marketing Managers want to be able to rely on properly segmented data that reveals who the ideal customer really is and which can provide straight forward and measurable mechanisms for reaching out to the target audience. Customer Service Managers want reliable processes that help to retain customers, increase levels of satisfaction and which can help with SLA compliance and escalation, so that issues are resolved early in the contact cycle rather than ending up as problems on their desk.
Given the above statement, it’s easy to see why traditionally CRM vendors have targeted managers when promoting their systems. The problem is that, other than viewing the KPI’s on their dashboards, managers rarely actually use much of the system. The task of entering data, recording correspondence and keeping the system up-to-date falls to others. That simple disconnect explains why so many CRM projects, that could bring tremendous benefit, instead fail to deliver their full potential value.
So, how can you ensure that the whole team “buys-in” to the idea of CRM? More importantly, how can you ensure they actually want to use it?
CRM Adoption Guide
I’ve put together a six part guide to present some pretty simple tips that can help to ensure your CRM adoption project is a success:
Part 1 – Understand Sales People
Part 2 – Nominate Owners and Champions
Part 3 – Train and Support the Team
Part 4 – Employ Positive Motivators
Part 5 -“Rules of Engagement” & Lead by Example
Part 6 – Measure, Review and Improve