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Keys to Successful CRM adoption

The Lowdown

CRM adoption is a daunting task. A study shows that 63% of all CRM projects fail – that’s almost 2 times out of every 3; which is a pretty big number. So off the bat, adopters have a lot going against them.

As with anything new, it takes a while to get used to something. Succeeding will require more than just having lady luck at your side, so we have compiled some interesting statistics that you could integrate in to your current plan or just get some tips to use as a spring board for your adoption strategy.

The Struggle is Real

Hubspot puts manual data entry as the No. 1 reason why companies struggle with CRM adoption. Let’s face it, data entry is not something sales people look forward to. Between interacting with customers and typing from of a keyboard, reps would choose to do fieldwork in a heartbeat. Reducing or eliminating this task altogether would almost certainly boost the success rate for CRM adoption everywhere.

Meant to be

Ask any sales rep if they enjoy data entry – and then get ready for an earful. 32% of agents exhaust up to an hour typing-in data. This pulls them away from what they were meant to be doing – sales. The bottom line is data entry depletes the valuable resource of time. It strips away around 5 hours a week on average which could be utilized for client meetings and follow-ups.

Try to look into data entry automation solutions. Take back those lost hours by eliminating manual data entry. This also creates a more agent-friendly system to use and your data will always be kept current.

Say What?

What you are about to read is a bit disturbing. According to Hubspot, 22% of salespeople have no idea what a CRM is. With over 90% of companies having implemented a system, that’s 1 in every 5 not utilizing the investment and driving down overall efficiency.

If you are planning to invest in a system or if you already are, it is important to spread the word to your team. Do not assume that they already know. Include an information drive and proper training in your deployment plan.

Maximize. Maximize. Maximize.

Did you know that only 45% of CRM adopters use their systems for its intended purpose? Hubspot states that less than half of the companies that have a system use it for managing and data storage. The other 40% still rely on emails and spreadsheets while the rest still use – gasp! – traditional methods like pen and paper.

With almost all business moving to adopt a CRM, it’s surprising to see that the majority don’t maximize its potential. You can address this issue by implementing ongoing training and monitoring agent usage.

Conclusion

There are many hindrances to a successful CRM adoption. Knowing the issues and planning around it will give you a better chance for effective implementation. A reliable Voice-to-CRM service is a relative low-cost investment that provides solutions for most of the problems that may spell the difference between successful integration and wasted resources.

How to Improve CRM User Adoption

Be Proactive!

The best time to start your messaging is before you roll out your chosen technology. Develop best practices and routine guides and setup a support team to ensure your team is equipped to face this new challenge. Clearly communicate these best practices. If you have already established your CRM solution, and you have not implemented these tools, there is no time like the present. Find a group of Super Users to help you set up a support team and develop a routine guide. Start today!

With these important foundational tools in place, schedule regular CRM check-ins with your team. Pick a recurring time to have a quick informal one-on-one meetings with sales reps to ask about their CRM activity. Share tips, and help to show them the value of the data they entered by highlighting features and reporting that make this data more useable. Make a priority of these meetings to highlight the rep’s gripes and perceived weaknesses in the technology or process. Take these comments back to your support team and sincerely consider them. Followup on these at your next check-in with the rep.

Be Consistent!

Don’t let these meetings slide. Checking in regularly and consistently allows you to catch problem habits so they don’t have time to build. Stay on top of your CRM by tweaking your solution, and your routine guide as you receive feedback and learn more about the technology. Stay on top of your team. Don’t let sales reps off the hook for refusal to adopt even if they are making sales (*link). A good support team will help you maintain your CRM vision for the long term (*link).

Be Positive!

When you discover a Super User, make sure to praise and highlight their skills. Team leaders will be less likely to be perceived as ‘naggy’ if they make an effort to keep their messaging positive by focusing on rewards rather than responsibilities. Try incorporating gaming and intelligent rewards (*link). Use reporting to spotlight sales achievements and communicate to your team how you used CRM analytics to uncover the achievement.

Be Realistic!

Make sure that you fairly and honestly consider the administrative burden that you are placing on your sales team with the implementation of a CRM solution. Be reasonable in your requirements, and if there is a serious administrative burden, one that outweighs the payoff, it is wise to consider services and CRM add-ons that can alleviate this burden. There are AI and Voice to CRM services available to support your team.

Be Supportive!

Proactive, consistent, positive, and realistic are the qualities you need to be a supportive leader. In short, with a well chosen CRM and a supportive Team Lead your sales team will be CRM Super Users before too long!