Seven tips for higher user acceptance of CRM systems
The key to the success of a CRM system lies not in the technology, but in acceptance by the users. Only when everyone likes working with it do processes actually run more efficiently. CRM provider Kundenmeister gives seven tips on how this can be achieved.
It pays to put the employee at the center of a CRM project - right from the start. Otherwise, companies run the risk that users will resist change and cling to old, familiar structures and processes.
This is where those responsible for CRM are called upon. They can do a lot to overcome blockades. Ideally, they will even succeed in getting users really excited about the software.
1. identify key people
If you want to create enthusiasm, you have to spread enthusiasm! The task of multipliers and motivators is best performed by selected superusers and promoters. What distinguishes these people? They use the CRM system most frequently and are usually competent contacts for IT or specialist topics. That's why they can most convincingly pass on the advantages of a software to their colleagues.
Of course, several departments should already be involved in the system selection. They know exactly which functions are required and which processes need to be simplified.
2. increase personal efficiency
Whether it's sales, marketing or accounting, every user should have the functions and data that are important to them at a glance in their personal dashboard. This saves a lot of clicks. The software thus becomes the ideal support for daily work processes. An essential prerequisite: All screens of the CRM software can be customized.
3. keep simple
Employees have trouble finding their way around an overloaded system. Companies should therefore only book those functions or modules that they really need. This is by no means a matter of course, because with many CRM systems, all features have to be adopted. Cloud solutions, where modules can be rented or canceled on a monthly basis, are a better solution. Regular meetings that clarify which functions are beneficial and which are unnecessary have also proven their worth. In this way, companies keep their system lean and save a lot of costs and effort!
4. define clear structures
What makes a CRM system so valuable is that up-to-date data is available at any time with just a few clicks. To ensure that the masses of information do not become a data jungle, clear structures are required, for example for data entry. It is recommended to create a guideline that one or two employees always keep up to date.
As soon as updates to the software are available, the person responsible for CRM informs the company internally about the new features. Responsible persons should also be named for training courses. An FAQ section is also helpful. This answers frequent user questions. In this way, users can quickly read up on typical problems and solve them themselves.
5. relieve employees
Users are happy to work with the new CRM software if they see clear benefits: Either it makes their own job easier or the user understands how other areas benefit from their work and the data. This includes sales staff achieving more sales through better customer service and marketing succeeding in a more targeted approach thanks to comprehensive information about the customer.
The crucial trick here is to make data entry as simple as possible. Text input via the dictation function, for example, can help here, be it visit reports or conversation notes after a telephone call.
6. pay attention to integration possibilities
If other systems such as an ERP solution are already in use, interfaces between the applications are imperative. Because unnecessary, duplicate data entry is a clear no-go and employees will do anything to avoid this extra effort - at the expense of data quality.
7. promote mobile use
Another important point for acceptance is mobile use. Field service employees want to be able to call up and enter information quickly and easily while on the move. An additional plus: the fast forwarding of important information to other colleagues in real time. This makes cross-departmental processes leaner and faster.
These examples show: If a CRM system is used more badly than good, it does not unfold its full potential. In the worst case, the implementation even comes to nothing. In contrast, companies that involve their employees right from the start and design processes from the user's perspective lay the foundation for a clear increase in productivity.
