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CRM implementation is anyways not an easy task but another problem which companies tend to ignore is the End user adoption of the system. It is here that the CRM implementation also fails if End – user adoption is not managed. There are many reasons why an End – user does not adopt to the particular software and leads to the CRM failure. While implementing CRM it is important to adopt an End User strategy which will help the organization to boost and sustain high success rate. It has been noticed that many CRM failures occur when organizations focus more on On-Time delivery of the project but overlook the necessary things which drive and maintain user adoption over the life of the system.
While planning for CRM implementation involving the users right from the beginning of the process becomes more important. Their opinions at various intervals or stages of implementation will obviously help you to reduce uncertainty, misunderstandings and promote support for the decisions made. It can also help to reduce any insecurity that they might have regarding their job and the attitude of the management towards the changes happening in the company.
During the whole CRM implementation duration, it is beneficial to choose a person from all departments to be a single point of contact or administrator for all communications and training. These people will be responsible for taking requests, adhering to timelines, ensuring data quality and timely follow-up with the team and even getting the queries answered well on time. This person should be an expert in system or well versed with the internal processes and can take decisions wherever required. The SPOC is also responsible for training of the team and easing out the difficulty for everyone. Since the SPOC is a team member, they are well accepted by the team members and the training is also well received. If there is any difficulty that the team is facing due to the software, the SPOC can sense that well in advance and can report the same to the management if it is serious.
A guide helps the users to navigate around, the processes in details and also know what kind of information the users should capture in CRM and how and who is responsible to do the same. It also outlines the way you want your end-users to use CRM in order to achieve business goals. The User guide should be written in non-technical language so that it can be understood by everyone and it should also be updated on a continuous basis to reflect the new changes or processes. Also, not forgetting, easy accessibility of the user guide should be there for all the users.
The CRM system itself should make users’ life easy rather than making it complex. It is here that the CRM SPOC comes into picture who helps the management to design a framework of the required solution to ease the selecting process. The business management solutions also should not be such that it needs to be flooded with a number of information or processes which will lead to more confusion and ultimately non usage of the application. Sometimes, the management may select a small level business software which would need the user to upload many documents or fill many fields. This again is not advisable as this will double the work of the employees and eventually lead to frustration. How should an ERP and an ERP vendor be selected depending on the requirement of the company can be read here.
Training should be a continuous and an ongoing cycle to help new users to understand the system and process. Training sessions should be created specific to department or teams and accordingly the processes should be communicated to users via the designated SPOC of the team. For example, marketing team should be trained on how to create and follow-up leads whereas Sales person should know how to create sales opportunity and other processes attached to it. A CRM system is full of different modules and workflow and to take in all the information and learning in single attempt can be hard. Training sessions should be cut into several shorter session which will also allow users to interact in between.
User reviews should be done in order to appreciate the users based on how they have used the CRM system. The reward or appreciation system is a great way to get everyone moving in the same direction. A positive reinforcement will act as a motivator to all the other department team members. Simple mail, notice or even promoting the qualified user to trainer in the department will help the employees look forward to the implementation.
It is not a surprise that millennials are taking over the marketplace disrupting the economics in the process. Hence, while selecting a business software like ERP or CRM, the management needs to keep the changing dynamics of office in mind and also the needs of the millennials – they need everything at hyper speed, need everything accessible via cloud on any device and any place. A company which is not already shifting its focus towards millennials will have a hard time coping up because the shift has already started to happen and talking about customers, they too have become more demanding and want everything at a moment’s notice and in few clicks.
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