How to Boost Your CRM End-User Adoption Rates

Change in any organization inevitably attracts resistance. This is especially true when the change has to do with the implementation of a new software solution.

Typically, employees feel uncomfortable with the idea of having to change their routines and adjust to an unfamiliar application. Implementing a new customer relationship management software solution is no exception to this rule. Some employees may fear CRM is in just a means for management to spy on them, but the vast majority of salespeople understand that CRM, in reality, is an effective tool that can improve the sales process and help fortify customer relationships.

The challenge, however, is getting these employees to change their habits and adopt the new solution into their daily sales routines.

Here are six proven tips that will help make the implementation of a new CRM solution a success:

1. Answer the “What’s in it for me?” question. Demonstrate clearly to those involved that the new system will benefit them. As mentioned, one reason for resistance to adoption is that some end users (i.e. sales people) see CRM as a tool for management to keep tabs on them versus an instrument to actually help them sell more. Spend some time explaining how CRM will benefit them directly and not just the company as a whole.

2. Keep it simple. If a CRM solution takes too much effort to learn and use, sales people will resist incorporating the extra work. A CRM solution that easily integrates into their existing daily routines is key. Whether this happens by purchasing a product that incorporates into an already familiar application or integrates into their existing system in some other way, it will make the implementation of a new CRM package less painful for all involved.

3. Work the way they work. Most sales people use Outlook throughout the day. Discover what sales processes they are already doing within Outlook and then see what can be leveraged into the CRM application. If the product doesn’t actually work within Outlook, make sure it at least syncs seamlessly with that program.

4. Give them one piece of the pie at a time. Rollout the software implementation gradually to avoid overwhelming the sales force. Begin by entering sales contacts. Once they are familiar with this part of the software, start tracking sales with the new system. Continue the process by having them use the software to generating reports. Do this until they have gradually begun using every function of the new solution in their daily routine.

5. Make part of their pay dependent on activities within the CRM solution. Once the CRM application is implemented and the sales force is trained, issue a simple declaration that they will only be paid commission for sales if the contact is in the CRM program. Be sure that the declaration is simple and clear to understand.

6. Conduct frequent audits. Once the sales team is working effectively within the CRM software, it is important to consistently assess their results weighed against the expectations. Invite the sales team to review weekly or monthly reports and share feedback. Doing so will not only build a healthy relationship between the product and the employees, but also between the manager and the employees. CRM user adoption rates will rapidly improve as the sales team begins seeing and reaping the benefits of this innovative technology.

Neglecting to change practices and habits that will provide tangible benefits is a dangerous rut that businesses all too often fall into. With so many aspects to consider when running a successful business, innovation can sometimes take a back seat to more pressing issues. However, implementing a quality CRM product is one of the simplest ways to induce dynamic change in an organization. Understanding and utilizing these tips will help this transition occur successfully.

James Wong is the co-founder and CEO of Avidian Technologies.