Low CRM Adoption and How to Tackle It
Many companies rely on customer relationship management tools to organize their business issues and manage orders. Applying CRM helps businesses to enhance the customer experience by providing better solutions to the sales team and accelerating the sales cycle. The companies are aware that the right choice of CRM can have a positive influence on their business processes by transforming the sales workflow and increasing productivity. However, investment in CRM is not a guarantee of broad user adoption.
Less than half of the businesses report about a 90% adoption rate. A large number of companies have difficulties in encouraging system adoption. So, implementing CRM does not necessarily lead to success. In this article, we will think of the reasons for low user adoption and the possible ways to translate the CRM projects into real-world usage.
How low CRM adoption results in the project failure
If your company is using CRM ineffectively, this may lead to poor customer relationships, difficulties in receiving important information, or even the loss of potential customers. All these consequences have overall negative effects on your company.
CRM adoption is a complex problem so we need to look at the different aspects. Data is the essential point for each business, so it is essential for every salesperson to store, input and update the data making sure that it is accurate and integral.
For example, after the prospect was found out, the salesperson needs to fill the details in the customer relationship management system. This process needs to be repeated many times after each interaction. The sales representative’s daily routine includes logging emails, phone calls, and the details of the meeting. This requires a lot of tasks for manual data entry and creates difficulties for adopting the CRM.
This is where the cycle of problems begins. The manual entry of data in the CRM creates challenges for the salespeople. About 32% of sales representatives spend more than an hour per day to enter data into the CRM which affects their general productivity.
Also, according to the experts’ opinion, sales representatives are unwilling to enter the data manually because they consider the CRM solution as a way of control over them. If the salesperson fails to achieve his or her goals, this will be reflected in CRM. Another reason is the difficulties in dealing with the interface of the customer relationship management system and the absence of practical training.
The abovementioned problems result in the input of the low-quality data or the missing parts of the essential information. The inaccurate data and the data of low quality leads to the giant losses for the businesses that can comprise more than $15 million in a year.
With the input of inadequate data, the CRM system becomes less valuable and this influences its use among the workers. The employees lose interest in the tool and this affects the CRM adoption rates.
To solve the complex issues with CRM adoption, the users need to define the problems and then find suitable solutions. Further, we will describe some of the most critical challenges of the customer relationship management system adoption.
Lack of user-centricity
Due to the fact that the key decision-makers in the companies are leaders and sales managers, most CRM platforms are created taking into account the requirements of these people. The suppliers develop the CRM features that are most suitable for the needs of decision-makers including forecasting, reporting, and others. However, the system remains complicated to use for sales representatives. So, this leads to difficulties in the adoption of the CRM system.
In addition, the leaders often have a poor understanding of the CRM system value and their main focus is usually to save money. Many organizations do not provide special training to their staff, so the CRM users cannot achieve the KPIs. That is why the users often prefer the traditional methods of dealing with data instead of using CRM. This has a great influence on the low CRM adoption rates.
CRM is used as an additional tool
The companies often rely on familiar tools to deal with routine tasks. With the introduction of the new CRM, it is used together with the other traditional methods, rather than the main tool.
CRM is introduced to reduce the use of spreadsheets and achieve more consolidated communication. If the team fails at this point, it means that the use of the CRM was incorrect. The employees are used to applying the old methods of work like entering the data into spreadsheets instead of using the CRM.
Lack of training
Another reason for the low adoption rates of CRM is a lack of training. The companies are often purchasing the software but instead of the appropriate training, they leave the task of mastering the customer relationship management system for the employees.
As a result, the employees face difficulties with understanding how to tackle the complex system, its features, and steps and that is why they tend to switch to the traditional methods. Work with spreadsheets seems easier for them instead of navigating through a complicated customer relationship management system.
However, some companies put effort into developing the training programs for the workers. These programs often fail because the traditional approaches applied in them do not meet the requirements of the digital world.
- The companies are educating the users on how to update the customer’s information, look up an account, and add the opportunity. The user is still unaware of how to interact with the customer relationship management system at every step of the process.
- After the tool is implemented, the users often forget the theoretical information or they are not able to use it in practice.
- In addition, users typically do not have much time for passing the training.
- The training content does not correlate with the customizations applied during implementation.
Lack of support
The companies often fail to support the new users of the CRM software once the organization introduces the product. CRM is being constantly updated when the new features are released on a regular basis. That is why it requires constant support and promotion. The workers always have some difficulties related to the implementation of the new product. If they are not provided with the necessary information, they will be less enthusiastic while using it and this will lead to the low adoption rate.
How to tackle CRM adoption issues
Let us discuss some techniques and strategies that will be helpful for the successful implementation of the new software.
Demonstration of the software value
To make the adoption process easier for the employees, organizations need to involve the workers in the implementation process and demonstrate the advantages of the new system. The sales representatives also need to be involved in the process of selection of the software. The users need to test all the features of a customer relationship management system and define which software will be the most suitable for their work process.
Automating the data entry
The manual entry of data is the boring task for the CRM user, so automation is the perfect solution to this problem. The email templates would help to reduce the efforts for the manual entry and reduce the level of frustration of the employees.
Along with the automation, some special tools like relationship intelligence automation will also be helpful for collecting, analyzing, and storing the data provided by the users.
Guidance and support
Instead of the standard training for employees that lasts for few weeks, it is better to educate the workers about the key processes of the CRM and then continue education according to the training plan.
There are also digital adoption solutions that can be overlaid into CRM tools to improve user adoption. DAS provides CRM users with some practical tasks and assists them during the day.
If you want to make the process of CRM adoption easier for the employees, you may implement the practice of collecting feedback into the daily routine. The sales representatives will feel more motivated when they would be providing their suggestions concerning the improvements needed to be made in the tool.
In addition, digital adoption solutions can help you to monitor the users’ behavior and interactions with the software. For instance, how the CRM features are used, open and closed tasks, record creation rates, and others. This will be useful in improving user experience and enhancing the adoption rates.