BY MICHAEL POUND
There’s a common challenge that so many suffer from when using (CRM) systems.
You've invested time, money, and effort into implementing a new CRM system, but getting people to actually use it? Well, that's a whole different ball game.
Whether you are a charity, a school, or any other type of organisation, the struggle is real. You know the potential benefits of your CRM system, but somehow, it's not quite living up to expectations.
We've seen firsthand the hurdles that can pop up when it comes to CRM adoption. But here's the good news: we've also seen how the right approach can turn things around.
In this article, we're going to dive into why CRM implementations sometimes falter, and more importantly, we'll explore five key principles that can help you maximise user adoption. These aren't just theoretical concepts - they're practical, proven strategies that have helped non profits just like yours get the most out of their CRM systems.
Why Do New CRM Implementations Fail?
Let’s first consider the reasons why CRM implementations often fail.
1. Lack of User Engagement / Low Adoption Rates
Change can be overwhelming. Users often revert to their old, comfortable habits. They might see the new system as a burden rather than a helpful tool, especially if they can't immediately see the benefits.
2. Complexity and Overload
Ever felt like you're drowning in a sea of forms, fields, and features? Yeah, that's a common one. Too much complexity can be intimidating and frustrating for users.
3. Bad Data Quality
Picture this—you finally muster up the courage to use the new system, and what do you find? Duplicate records, poorly formatted data, and what looks like gibberish. Not exactly a great user experience, right?
4. Poor Change Management
Without proper planning for the transition and clear communication from leadership, even the best system can falter.
5. Inadequate Training
We've all been there—you get a quick run-through of a new system and then you're expected to be an expert. Spoiler alert: that rarely works.
But don't worry! It's not all doom and gloom. In fact, there are some guiding principles to help tackle these challenges head-on.
Guiding Principles
Here are some key principles to consider before implementing a new CRM system…
Principle 1: Prepare for Change Management
Change is hard, but it doesn't have to be a nightmare.
First, we must figure out who's who in this process. Who are the big decision-makers? Who are the folks who'll be using this system day in and day out? And here's a pro tip: keep an eye out for those enthusiastic early adopters. They're worth their weight in gold!
How about putting an adoption committee together, so that people get excited about the change and understand how it aligns with the organisation's goals.
You also need to prioritise a top-down approach as part of change management. If the higher-ups are on board and actively using the system, it sets a great example for everyone else. You also need to set up clear channels to share updates, gather feedback, and address concerns.
Principle 2: Get to Know Your End Users
Your users are the heart of this whole operation. Why not start by having a good old chat with them? Find out what their day looks like, what they need, and what's important to them.
Then, if you can, spend some time watching how they work. Just observe their workflow, see what tools they use, and what shortcuts they've developed. You could also get everyone together for a brainstorming session. Work together to find solutions to those pain points and come up with ways to make their jobs easier.
Set up regular catch-ups with your power users. They're on the frontlines, so they'll have the best insights on what's working and what could be better.
Principle 3: Commit to Simplicity
Think of your CRM as a well-organised cupboard. You want everything to be easy to find and use, right? It’s time to declutter those processes and interfaces. In other words, if something's not pulling its weight, it goes!
Here, you should think about forms and processes. You don’t want users to feel forms are asking for their life story. Keep it lean and clean.
And here is another crucial point - automation is your friend. If a repetitive task is eating up time, see if we can get the system to do it automatically.
Principle 4: Deliver Value (Data Driven)
On the product side, think of your CRM like a garden. You want to plant good seeds (data) to get good fruits (insights), right?
If you put garbage in, you’ll get garbage out. Conversely, put in great data, and you’ll get out great data.
Principle 5: Train, Learn, Repeat
One-time training is like a one-hit wonder. It might be great, but it's not enough for long-term success.
Some people learn best in a classroom setting, while others prefer hands-on experience. Some might want to watch video tutorials, while others might benefit from playing around in a sandbox environment. The key is to offer a variety of training methods to suit different learning styles.
And here's an idea - why not encourage your team to share their knowledge? Maybe Sarah in finance has figured out a nifty shortcut, or Tom in fundraising has mastered a tricky report. Create opportunities for them to share these gems with their colleagues.
Wrapping Up
At Productle, we're passionate about helping our clients get the most out of their CRM systems. That's why we offer our Cradle and Sparkle services. These are designed to ensure you're not just implementing a system, but implementing a system that will be truly adopted by your users.
We are professional, courteous, and friendly. We don’t just set up a system and disappear, we’re here to support users every step of the way. If problems pop up, we’ll be on it like a shot, working to solve issues before they become headaches.
Remember, maximising CRM user adoption isn't a sprint; it's a marathon. But with these guiding principles, you'll be well-equipped for the race!
