A customer relationship management system is almost a requirement for businesses that want to develop meaningful and lasting relationships with their clients. Some companies are able to get by with older methods of recording informal interactions, transactions and all of the actions that fall between those two points, but they're becoming more rare with each passing day.
One of the most important benefits of CRM is that it directly helps employees do their jobs more efficiently and effectively. What makes CRM unique compared to other software tools that aid businesses is that the sales staff using the system are often driven by commissions and other incentives that directly relate to job performance. In other words, effective CRM leads to more conversions and not only happy customers, but happy staff members as well.
So what can business leaders do to get this important point and others regarding CRM across to employees? Here are four CRM tips for driving the adoption of a new or upgraded CRM system:
1. Describe the benefits
The implementation of a new CRM system at a business ultimately has to include the demand that employees utilize it. After all, such software is most effective when the greatest number of people are engaged with the platform and using it as a part of their regular, day-to-day activities. However, when it comes to CRM, it's worth the time of the implementation team and business leaders to describe how the system will make things better for both the organization as a whole and individual staff members as well. The efficiencies in organization, access and analysis can be presented to all users. The sales team, often the heaviest users of such a system, have to be presented with the potential rewards of effective CRM use, such as the opportunity to create more sales and increase their commissions.
2. Focus on the potential for easy collaboration
Some people enjoy working together, while others prefer completing their duties individually as much as possible. As surprising as it sounds, CRM can effectively be introduced to both types of employee by highlighting the same benefits differently. Because CRM allows for the quick and efficient sharing of information inside of and between various departments, the more solitary staff members involved can be encouraged by pointing out the reduced need to wait on others or work in groups. These collaborative benefits can also be presented as a springboard for more cooperative work for the gregarious employees at a given business. In both instances, the power of CRM to help staff members and make them more efficient is brought to center stage.
3. Encourage discussions and the asking of questions
Supporting employees during the switch to a new CRM system is a necessary part of the overall process. It ensures that eager but perhaps less technically adept staff are getting the training they need, while less enthusiastic staff members are courted with the operational benefits of such a system. To that end, it's important that there be times set aside and promoted wherein employees can ask questions and clear up lingering uncertainties about using a new CRM system. Without time scheduled to bring staff members up to speed, there is too much potential for issues with comprehension and effective use down the line.
4. Demonstrate adoption
Although the top leaders of a company aren't going to use CRM as frequently as the frontline employees, they'll certainly still interact with it. Sharing stories and demonstrating executive use of a CRM system certainly helps to spur adoption.
By The TM Group