A Customer Relationship Management (CRM) system can boost sales, strengthen client relationships, and increase customer satisfaction-but only if end-users are on board and using the system properly.

There are two possible scenarios when implementing a CRM system: Users are excited to save time and increase their productivity with the new technology; or users are skeptical and even resistant to change, especially if a previous system was a complete disaster. Fortunately, there are best practices that can help managers win over even the most resistant end-users and help keep them committed to the technology over the long term.

Those best practices are:
1. Do your homework

Sometimes it's prudent to hire an expert to run the implementation. The right consultant can help build consensus and buy-in from all the parties involved in the implementation, most important, the end-users. They can also send the message to the end-users that management is serious about the success of the project. Here is what you should look for:

a. They should have a clearly written and detailed plan on how they will engage end-users early on in the decision-making process.
b. They should have successfully completed many similar implementations for other companies.
c. References from current and prior customers. Review how long they have been doing this work, their skill level, and how long their clients have been with them.

 

2. Set up a pilot project

A pilot project allows end-users to experience firsthand the impact that the CRM solution can have on them and gives them the opportunity to share their experience with others prior to the official implementation.

a. From the employees, choose a select group of 'early adopters' and those who tend to be the 'late majority.' This way you can get an accurate feel for what will work and what won't for your company as a whole.
b. Look for possible pain points by asking for feedback from the pilot users. Then modify the solution as necessary prior to a complete company-wide rollout.

 

3. Ensure proper training

Proper training is the best way to reinforce good habits and regular use of the CRM system. It is also one of the most effective means through which end-users willingly adopt a CRM system or any customer-centric technology solution. The right implementation partner will have a methodology for training that matches the skill level of the individual participants within your company.

i.Effective training should begin with an employee survey that will allow you to get a good feel for the skill set of the individuals and their competency with the software.

ii. People with the same skill levels tend to learn at a much quicker pace than they would in a mixed group. Group employees by similar skill levels, enabling the implementation partner to tailor the training classes to the developmental needs of each group. This will save your company time and money by requiring fewer training sessions.

iii. Many businesses today have various locations and numerous remote employees. Training these employees all at once can save money and time. Training can take place via the Web or videoconference. An interactive webinar enables all trainees to participate and ask questions and videoconferencing allows for a classroom feel from any location.

 

4. Lead by Example

If the CEO and the management team understand and use the technology on a regular basis, the rest of your employees will follow suit. Supportive, well-trained management and IT teams also show employees that your company cares about their success and the relationships they are building with clients.

a.Management should schedule evaluations of the system every three months to make sure it is running at its potential.

b.Management should also listen to end-users concerns about the new system. If the changes they recommend are substantial, customizations can be made to improve the systems' functionality.

Finally, companies should build and foster a sense of community around their CRM system, as well as create financial and emotional incentives to help motivate employees to use it. One company handed out T-shirts and promotional items for their system launch; another in the jewelry sector named its CRM system "Carat" to tie it more closely to their culture.

 

About the author: Yacov Wrocherinsky is the Founder, President and CEO of Infinity Info Systems. For more information, go to http://www.infinityinfo.com/Home.aspx