CRM user acceptance: How to increase the acceptance of your CRM system

Today, nothing works without a CRM system: Nine out of ten companies use software to record and manage their customer relationships internally. However, even the best CRM system is useless if employees do not use it correctly...

According to the CRM 2020 Study, 36% of decision-makers consider that the main reason for implementing a CRM system is "to improve communication and teamwork between sales, marketing, and customer service departments." But what can you do if, after having implemented a CRM system, the exact opposite happens, and your employees do not use it? To answer this question, we have put together some tips and tricks on how to significantly improve user acceptance of your CRM system:

Involving future key users in the selection process

Before you decide to implement a CRM system, it would be ideal if you involve future key users in the selection process. In this way, you will be able to make the decision together and thoroughly testing the related CRM systems. The chances that the users will work with the CRM increase if you give them a say and allow them to select the tool together with the decision-makers.

Creating clear processes and structures

The idea of CRM systems is to facilitate the work of users and not to complicate it. Therefore, it is important to create well-defined, easy, and understandable structures. Involve the key users and discuss with them which processes should be planned and automated. This requires teamwork: in the end, decision-makers and users are in the same boat.

Establishing fixed contact persons

It is always useful to establish fixed contact persons for interdepartmental projects. Shortly after implementing a new tool, the most frequently asked questions arise. Without a direct contact person, colleagues may not dare to ask questions, or the answers may take too long to be answered. If there are open issues that can be discussed immediately, any barriers held by all involved can be reduced and problems can be solved or even avoided. It is better to analyze who could be in charge of this task for a certain time before implementing the new software. Then let all users know your decision and do not hesitate to look for alternatives so that the contact persons are visible to everyone, e.g. by getting T-shirts with the inscription "CRM." This way, no colleague in the office is likely to overlook them.

Setting goals

Achivable goals are much more motivating than unrealistic ideas. Set goals with each department: For example, implement the CRM in one department or specific area first. This way, you can get direct feedback and use it to improve the further implementation. Step by step, you can continue with all other departments and areas.

"CRM is much more than software. When developing and implementing CRM systems, it is not only relevant to have a flawless and smooth technical introduction, but rather a change management process that can facilitate the understanding and acceptance needed to manage customer relationships based on a user-friendly system."

CRM Study 2020, MUUUH! Consulting GmbH

Sharing the benefits

A CRM system allows to centralize all customer data and interactions. This means that employees have an overview of all important information and can access it at any time. Make the advantages clear to your employees, show them the benefit for each user, and emphasize how it impacts the company's success. An effective and regularly used CRM system leads to less manual tasks and more time for what matters most: lead generation and business activities.

Organizing user training

Each new tool is a challenge and an adaptation for your employees. Implement the new software gradually and organize topic-specific user training . From the very beginning, make sure that the CRM system is used consistently and correctly. There is nothing worse than getting used to a new tool and then having to deal with it intensively, especially without prior knowledge. Ask the CRM manager for user training or consult external partners or experts. For this purpose, it is a good idea to document all important information and visually record the individual steps with screenshots. In this way, users and new employees will know how to create new leads and contacts avoiding duplicates in the process.

Clean data

Some 70% of the companies surveyed in the CRM 2020 Study stated that "targeted marketing" was the primary goal when implementing the CRM system, and 59% strive to "plan and take decisions based on data." However, all marketing automation and data-driven decision-making require correct, complete, and up-to-date data. With snapADDY DataQuality, your employees will be able to capture all customer and lead contact data completely and automatically and thus keep your CRM system always up to date. With a single click, new contact records can be created, or existing ones can be updated.

Is your CRM system already a mess of data and would you like to fix it so that your employees can finally use the CRM? Feel free to contact our team. We can help you to clean up your data so that you can automatically update, complete and process lots of data in your CRM system. We will be happy to help you!