In Part 1 of this two-part blog series, we explored three ways that you can get your team starting to use and love your CRM tools. These insights were gleaned from the Dreamforce 2021 session “Six Guiding Principles for CRM Adoption.”
Before we dive into our next three tips, let’s quickly recap where we’re at:
Our first tip was all about laying a solid foundation to drive user adoption by formulating a robust and actionable change management plan.
Next, we discussed how you can help your leadership team to champion change by demonstrating adoption from the top down.
Then, we looked at ways to give your users an equal seat at the table when it comes to your new implementation by opening up a forum for continuous feedback.
Once you’ve reached this stage, you’re ready to move ahead on your final three steps on the user adoption curve. So, let’s get started!
Tip 4: Commit to Simplicity
The most common barriers to CRM tool adoption are encountered when companies configure their tools with dozens of required fields, irrespective of the nature of the task at hand. For end users, this feels like a whole lot of work and, often, a little overwhelming. So, remember that sometimes, less is more.
Try to adopt a mentality of “simplicity first” as you establish your processes. And as you’re doing this, keep your end users in mind. If something isn’t supporting them, it’s time to rethink it.
Before you start considering all the possibilities and customizations you could create, take a good hard look at the out-of-the-box technology. There’s a good chance that there are already a number of simple and seamless processes pre-built into it.
A good way to get an understanding of what’s needed is to work one-on-one with your end users to co-design and literally sketch out on a piece of paper what a meaningful, simple design might look like. You may well find that you can turn a 25-step process into a 10-step one.
Just as importantly, this exercise sustains that all-important iterative feedback loop that helps validate that the solution you’re developing addresses your users’ needs in an efficient manner.
Tip 5: Be Meaningful
Your team’s time is valuable, so don’t force people to waste it with redundant tools. Aim to put everything they need to do their jobs all in one place and make the system easy to access.
By integrating essential and useful features into your implementation, you’ll give your team something that’s inherently valuable to them. Not only will this make their lives easier, but it will translate into your CRM tool becoming something they’ll adopt and rely on.
Analytics is a great example. Contrary to popular belief, this isn’t something just for executives. In Sales and Renewals, some of the most helpful dashboards are no-touch dashboards. If a user hasn’t called or emailed one of their tier-1 accounts in 60 days, for example, they’re added to these dashboards. This helps teams stay on top of their sales cycles.
You can also set up features that help your users to take the right actions at the right time. For instance, a service associate in the automotive sector can check out an engagement dashboard and see that a few customers are due for routine maintenance appointments. He can add a task or schedule a booking, right from the dashboard. These insights can help your team close communication gaps with customers and provide service at the highest quality standards.
Tip 6: Train, Learn, Repeat
Your team needs to be adequately trained to make adoption of your CRM tool easy. But everyone learns differently, so training requires a multifaceted approach and needs to be readdressed as an ongoing process. In tailoring your specific training program, plan for different phases of learning.
Think through how to avoid the risk of user rejection or resistance to change at each phase. Also, consider the different learning styles that might exist within your group of users and design different training materials and methods around those areas.
These days, “screen fatigue” is common, so why not create a series of short training videos or look for ways to gamify learning? Hands-on training in a sandbox has also proven to be a highly effective means of helping users to build muscle memory in training workshops.
Continuous and ongoing learning is vital for all users. That’s because CRM tool providers are continually innovating and updating their products and features to deliver their customers a best-in-class user experience – making user adoption that much easier.
Tips that work
We’ll end this with the same great message that the Dreamforce team ended their session with:
“The reason we shared these principles is because they work; they’re tried and true. But if you don’t master them the very first time, there’s no shame in doubling back and revisiting all or one of them when you need to. That could make all the difference in delivering a successful implementation.”