Staff vs CRM: Common issues that discourage user adoption
27th September 2019
CRM programs provide so many benefits to businesses. Use of CRM increases efficiency, makes forecasting more accurate, and improves customer relationships – which in turn increases profits – as well as many more advantages besides. That is, if – and it’s a big if – your staff are using the system to its full potential.
But this is where most failed CRM projects fall down – low user adoption rates. It’s vital to get your team behind your system. ‘But why wouldn’t they be’, you may ask? ‘After all, CRM will benefit them too?’. Well, there are many reasons, and most of which are perfectly understandable. Read on for some of the most common issues that discourage staff from getting on board.
Too many tools
“A workman is only as good as his tools”. The old adage still rings true. Your workforce will struggle if the tools at their disposal are sub-par. So you’d be forgiven for thinking that the more great tools that they have at their disposal, the better. But when it comes to CRM programs, that’s likely to cause more harm than good. A vast number of tools, features and functions may well confuse things and slow your staff down, rather than speed them up.
Each user needs access to only the tools that they require for their specific role. That’s where a fully customised CRM system comes into its own – as the interface can be set up differently for all users.
Little apparent value
If staff perceive the CRM system to be hindering rather than helping them, then they’ll quite understandably be resistant to using it. The very nature of the system is that it requests a great deal of information (after all, the storing of detailed customer records is the very root of CRMs success). So it’s very important that employees aren’t then required to double up on any work. If they must also keep these records on paper or input into an additional program, then they will only be wasting time – and it’s logical that they’d see little value in the system.
CRM software in itself isn’t enough, it must also be synchronised with any other systems and processes if it is to improve things for individual members of staff. It’s also very important to explain in detail to all employees the ways that CRM will benefit them.
There’s another extremely common reason for poor take-up of CRM systems – a lack of training. It may seem rather obvious that for staff get on board with using a new system, they’ll need to be trained how to do so. However, all too often, workers are given access to a CRM system without being given the knowhow to use it effectively.
Ensuring that you draw up a CRM training plan for all members of staff, that takes into account their different job roles and levels of existing knowledge, can help avoid this issue.
There are many other reasons that there may be poor staff take-up of your CRM system. The best way to identify what the reasons are, and solutions for resolving them, is to talk to your workforce. After all, there’s simply no need to guess if you can obtain the answers first-hand. Employee involvement in the process is invaluable; not only will it flag up any issues, but they will feel more involved – and staff that feel more engaged in the process are more likely to embrace it. And that’s ultimately what you’re aiming for.
If you’d like to talk through your CRM issues to discover whether adapting or changing your existing system, or staff training could help improve user adoption, then at ixRM we’d love to hear from you.