How to Get the Entire Organization to Use CRM Software
When a Customer Relationship Management (CRM) salesperson walks into your company with a pitch to executives about how a CRM system---that often expensive software solution---will bring in new customers and retain existing customers, what the salesperson fails to mention is that employee adoption of the new CRM software systems will be the biggest challenge.
Companies spend billions on CRM software, $4.3 billion in 2007 and a projected $13.3 billion in 2012. Paying for the software, installing it on the company's network, providing training and even a fancy kick-off meeting will not guarantee that the employees will embrace the new CRM software. Without employee buy-in and participation, the money spent on CRM software is sadly wasted. Really Simple Systems reports that four-fifths of senior executives stated that employee resistance "is the biggest hurdle" to implementing CRM systems.
While CRM software can more than for pay for itself, it is only effective if used effectively. There are steps organizations can take to ensure that employee usage of the CRM system starts and stays on track.
Other People Are Reading
Instructions
-
-
1
Strategize. Even before the purchase of the CRM system, everyone involved in the purchase, implementation and usage should understand the objectives of the organization and the CRM software's role in furthering those goals. Technology is created to support company goals. For example, for a financial institution, the goal may be to grow checking accounts to existing customers by 7 pecent. Define how the CRM tool will be used to accomplish this goal. Another internal goal might include increasing customer resolution time in the call center by 12 percent through use of the CRM software.
-
2
Encourage upper management support. It is not enough for upper management to budget CRM software and then hand it over to the organizational structure, waiting for CRM reports to inform them how well it's working. From the onset of the CRM process, all levels of management must participate in the strategic planning of the CRM solution, including how the software will fit the CRM process. Upper management should understand what is expected from the CRM system, from roll-out to ongoing tracking and even everyday employee usage.
-
-
3
Provide training and support. If employees cannot get help with the company's CRM software when needed, they will become frustrated and quit using it. At the same time, new employees who fail to get the proper training come to perceive the software as unimportant to the company. Be sure your employees are able to get questions answered and training as needed.
-
4
Motivate employees. One of the best ways to get employees to adopt CRM software is to use WIFM (What's In It For Me) Philosophy. When employees find out something about the software that will make their jobs better---for example, time savings, greater sales or swift availability of customer information---they are more likely to incorporate the software into their work day. Partner with employees to help them find something about CRM that improves their performance.
Some companies motivate employees by using incentives, whether through sales commissions or a performance measurement tied to usage of the CRM software system. Written policies should be defined for any incentive program.
-
5
Hold employees accountable. Clearly communicate what is expected in terms of CRM software usage to all levels of the organization. Make sure tangible goals are set and clearly communicated. Build in accountability and follow up monthly, quarterly and yearly. Celebrate goals that are achieved. Take a look at unachieved goals as opportunities for coaching employees
-
6
Evaluate. Each year, get together a cross-functional team of CRM users from all levels of the organization to evaluate the CRM software solution, keeping in mind there's always room for improvement. The evaluation team should ask these questions:
- Are employees using the CRM system to improve customer interaction?
- Is the CRM system increasing sales?
- Are we getting the data we need into and out of the system? (Remember, garbage in, garbage out.)
- What else can management do to improve usage?
- Overall, is the CRM system meeting the needs of employees and, ultimately, customers?
Based on the answers to the questions, management should work to adjust goals, strategies and perhaps even the CRM system itself.
-
1
References
Resources
- Photo Credit Teamwork concept: business colleagues image by Vladimir Melnik from Fotolia.com
