5 Reasons for Low CRM Adoption & How to Tackle it?
Most successful companies rely on a good customer relationship management system for managing their customer data and improving business flows – a good CRM solution modernizes sales flow and improves customer experience. For instance, Dynamics Marketing Automation tool is one such state-of-the-art marketing tool from the Dynamics 365 family that easily converts potential customers into long-term business relationships.
However, according to a research by CFO Insights, only 40% companies boast a 90% CRM adoption rate, while the remaining majority struggles to implement the system. Thus, it’s pretty simple that implementing a CRM system will not always lead to success. If you think about it, the root cause behind this fact is low user adoptions.
Here’s why most companies keep facing low user adoption:
Lack of Clear Goals and Metrics:Without clear goals and metrics tied to CRM adoption, employees may not understand why they need to use the system. The absence of measurable outcomes can lead to apathy and low motivation. Most companies invest money on buying the system and add-on features, expecting employees to figure out the system on their own. As a result, employees end up overwhelmed with all the many steps and features, getting forced to return to their old methods – pulling out data from multiple sources and working with spreadsheets will seem easier than figuring out the CRM.
- Lack of Management Buy-In and Leadership: The lack of management buy-in and leadership support can significantly hinder CRM adoption. When executives and managers do not actively encourage and promote the use of CRM systems, employees may perceive it as an optional tool rather than a fundamental part of their workflow. In such cases, companies usually rely on emails and spreadsheets for running a number of their day-to-day work. However, a CRM system is also implemented for more unified communication and a lesser use of spreadsheets – failing to do so simply indicates employees are not making the CRM system as the center of gravity within the company.
- Insufficient Training and Education: Another significant factor contributing to low CRM adoption is insufficient training and education. When employees do not receive adequate training on how to effectively use the CRM system, they may feel overwhelmed or unsure about its benefits.
- Inadequate Support, Lack of Management Buy-In and Leadership: Another reason behind a low rate of CRM adoption is a lack of support. Most firms do not focus on providing support for the new users, once the product is implemented which obviously further discourages employees from using it. Employees will always have queries about a new tool – failing to provide them support will simply lead to a lack of enthusiasm. The lack of management buy-in and leadership support can significantly hinder CRM adoption. When executives and managers do not actively encourage and promote the use of CRM systems, employees may perceive it as an optional tool rather than a fundamental part of their workflow.
- Inadequate Integration with Existing Systems:Integration issues can pose a significant roadblock to CRM adoption. If the CRM system does not integrate seamlessly with existing tools and systems used by employees, it can create frustration and discourage adoption.
How to Tackle Low User Adoption?
- Demonstrating the value of software to employees is always the best way to begin a smooth CRM implementation journey. While implementing efficient tools like Dynamics Marketing Automation, it is important to remember the marketing and sales teams play the most significant roles behind a successful CRM implementation. Establish clear and achievable CRM adoption goals and communicate them effectively to your teams. It is also critical for companies to make every individual user comprehend the value of the new system for the success of the adoption process.Show employees how CRM usage aligns with the organization’s overall objectives and how it can enhance their individual performance. Implement performance metrics and incentives to encourage and reward employees for their active CRM engagement.
- Instead of overwhelming employees with too much information over a short period of time, provide them with a short training period initially that will primarily focus on the onboarding aspects and a few key processes to get started. Digital Adoption Solutions can also be overlaid on some CRM systems for improving the low rate of CRM adoption – these offer automated continuous learning for new users.
- Another solution for tackling low user adoption is to definitely be consistent in dealing with user feedback. The users should always be encouraged to provide feedback including improvements for further simplifying anything that seems too complicated. There is nothing more motivating for your employee to know that their opinions and reviews are valued by your company, thereby keeping employees more invested in making the CRM implementation a success.
- Choose a CRM solution that offers robust integration capabilities like one from the Dynamics Marketing Automation or consider using middleware solutions to bridge the gaps between different systems. Ensure that the CRM works harmoniously with other tools and provides a unified platform for data and information management.
Establish a comprehensive training program that covers the CRM’s functionalities, features, and best practices. Regular refresher sessions and accessible documentation can also help employees stay up-to-date and gain confidence in their CRM usage. It is crucial to gain support from top-level management and emphasize the value of CRM adoption to the entire organization. Encourage leaders to lead by example and use the CRM themselves, highlighting its benefits and positive.
Contact congruentX Today to learn more.