End-user adoption is arguably the biggest obstacle when it comes to CRM implementation. According to a survey by Bill Band, of all the CRM failure reasons, 22% relate to “people” issues, out of which 49% is due to low end-user adoption and 15% is the difficulty in aligning the company’s culture with new ways of working.
Therefore, it doesn’t matter how impressive the technology is, if people don’t adopt it.
So how do we improve the user adoption rate? Well, online training can help you. Here are some of my insights.
1. Get the “buy-in” from the Sales Team
It takes time to keep the CRM updated, valuable time that the sales person could otherwise spend talking to his prospects or closing deals. So the team resists changing. They instead prefer to maintain customer data in papers or Excel sheets.
The solution for this is to sell the benefits – rather than forcing people to use the software, address the WIFM (what’s in it for me) element. Share the issues caused by inconsistent customer data and explain the benefits of using CRM; of how they will have better control and visibility of customer intelligence.
You can create engaging videos covering these points and keep pushing them through mobile devices before you deploy the CRM.
2. Introduce CRM technology in phases
According to research conducted by Carnegie Mellon University “User frustration with technology at workplace”, 42 to 43% of the time that the employee spends at the workplace is unproductive due to frustration. Rigorous training for one or 2 weeks demonstrating the complete tool can overwhelm users leading to frustration.
So divide the information into pieces, first things first. Create multiple byte-sized eLearning modules, each no longer than 15 minutes and offer them in spaced intervals.
For example, one module can show how to track leads and create actions to build a pipeline and the other can cover the different stages of opportunity records.
3. Train users before rolling out CRM
End-user training plays a vital role in the successful implementation of CRM. A recent Gartner study found that 42% of CRM licenses go unused because end-users find them too complex to use.
Prior to the CRM software rollout, you have to ensure that your team is all set to get started with it. Simulation-based courses are perfect to train users on the intricacies of CRM. The simulations (Watch, Try and Do) approach enables holistic learning. The user is first given an overview of the operation (allowed to WATCH). Then he is allowed to TRY under guidance (Instruction support) and then allowed to Perform (Do) on his own.
4. Provide ongoing training support
A majority of the organizations conduct trainings for 1 or 2 weeks and leave the team to explore the tool. They tend to forget about providing ongoing training support. This training without reinforcement may not prove useful in the long term and may result in costly errors.
Instead you can take advantage of microlearning to reinforce the best practices. For example, before entering the data, the user can check out the best practices of data inputting such as the names and addresses should always be entered in Title Case or else it may be read wrongly. Microlearning modules can be used as just-in-time aids to ensure proper usage.
Adopting a new technology such as CRM carries a number of challenges with it. The process can be overwhelming and frustrating – all these result in less user adoption. But if you can create awareness of the benefits and help end users with effective training, the results will be huge. We would love to hear your experiences.
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