CRM applications have become a necessary part of business operations. They help keep your data organized, can automate certain manual tasks, and give you meaningful insights on your data to help you improve business strategies and close more deals. Even with all these benefits, it can sometimes be difficult to get your team to use the application effectively. Implementing a CRM and consistently using the application takes dedication, from the top down. When implementing a new CRM, you might receive some pushback from your users about adopting the new system.
In an article on Business.com, Dennis Zhinko lists four areas where you might see some pushback and what you can do to counter. We highlight them below.
1. Using a CRM Requires Manual Effort to Complete Daily Tasks
Sales reps like to focus on, yep, selling. They want to be able to speak with a prospect, whether through email, phone, SMS, etc., and work toward closing the deal. A common fear among sales reps, is that using a CRM will complicate this process by requiring them to fill out extensive information about the lead. They worry about having to the log each activity and every detail about the conversation they have had with someone. These concerns are valid. Most sales reps make their living on being able to close a deal. Over-complicating the selling process with manual work to capture every piece of information on a deal could take away time that is needed to close an opportunity.
There is a very simple solution to this. Automation. Most CRM applications come equipped with automation behavior that will eliminate most manual efforts like updating fields on a lead or adding every activity into the system. There are features that will automatically log call activities or automatically associate emails to the lead you are in communication with. Let it be known to your sales team not to fear an over complication of the sales process by implementing a CRM. Work with a CRM implementation team to define automation workflows in your CRM and show your users how they will benefit them and ultimately, save them time.
2. Not All User Groups Benefit from a CRM
If a CRM is implemented to benefit only one specific group, you will see poor user adoption. For example, if you tailored your CRM strictly for sales management (viewing reports, quotas, pipelines, etc.), sales reps and other users may not see the benefit in using it. It is important to include every user group in your implementation process. Think about how each group will use the application. Do you have inside sales and outside sales teams that need to use the application differently? Will there be any support users accessing data? Try to tailor the CRM to accommodate all use cases for your team.
When you have implemented the CRM, with every team in mind, you should consider providing group-based training for your users. This focused training will boost user adoption by showing each individual how the application will benefit them.
3. Poor Data Quality in the CRM
Data quality is of upmost importance in your CRM. Without regularly updating records, you run the risk of have dirty data in your system. Dirty data can lead to a world of trouble and impacts every user group including sales, marketing, and support. If you have stale leads in your database that haven’t been updated with current contact information, you could be wasting time, effort and money on any campaigns that you send out to those leads. Not only do you need your data in your CRM, but you need to keep it updated.
The best way to emphasize the importance of maintaining clean data is from a top-down approach. Upper management needs to consistently be in the CRM, running reports, looking for data, and checking on rep performance. A good way to think about your data and to put emphasis on keeping clean data in your CRM is, if it is not in the CRM, it doesn’t exist. This lets your reps know how important it is to keep their updated data in the CRM. If reps know management is running reports from the CRM, they will be more likely to consistently use and update their records in the application.
4. Insufficient Post-Implementation Support
To implement your CRM, it is a beneficial to rely on experts to help guide you through the process of customization and implementing automation and workflows according to your businesses needs. What if your business practices change a year or even a month down the road? Is the application self-sufficient enough for you to make the necessary changes in the backend to update your application? That could be a daunting task for an inexperienced CRM administrator, especially with a new CRM.
Ongoing training and support for your administrative users is pivotal in CRM success. It is important to keep this in mind when looking for a new CRM to ensure that you have the support you need to be successful.
AMPED is a CRM and Sales Automation application that has the tools, features, support, and training you need to be improve user adoption and to be successful with your CRM. Automation features like automatic call and SMS logging help eliminate manual tasks for your users. AMPED provides role and group based permissions so you can tailor the application to fit the needs of each one of your teams. Furthermore, AMPED never leaves you in the dark. We offer implementation and training packages to help you get started and provide ongoing customer support so you can stay in constant communication with us as your needs change.