In a world driven by customer relationships, the stakes are high, and relying on scattered information in spreadsheets, bundles of files, and desktop folders just won’t cut it. You understood the need for change, brought in your technology and operations experts, and implemented a robust Customer Relationship Management (CRM) system – Microsoft Dynamics 365 CRM.
But that’s not where it ends. To get a high ROI over your CRM investments, you need to look at a few essentials. In our previous blog, we explored 3 of the key Dynamics 365 CRM implementation essentials–
- Importance of High CRM adoption rates
- Collaboration between Teams
- Focus on IT and cost implications
In this blog, we will dive a little deeper into the need for a user adoption strategy.
Need for High User Adoption in a CRM
High user adoption in CRMs can be transformative, bringing about significant improvements across various aspects of your operations. Here are some key areas where it shines:
- Increased efficiency and productivity
Due to centralization and enhanced task management, CRM lets you simplify and standardize workflows, eliminate duplication, save time, and increase productivity. CRM also automates some of the operations, allowing more time for core tasks such as sales and customer support.
- Enhanced Customer Relationships
- Boosted Sales and Revenue
Better lead management and customer insights help sales teams convert and close more leads. Centralized data and insights also improve sales forecasting and resource optimization.
But Dynamics 365 CRM, however powerful it may be, its power remains dormant without high adoption rates. Studies indicate that only 45% of organizations achieve successful CRM adoption, leaving a treasure trove of untapped potential lying idle.
Why Underutilization Happens?
- Implementation and training issues
Choosing the right CRM is crucial for user adoption. A complex CRM or too many complex processes that are not user-friendly can discourage employees from using it. Proper onboarding and training are also essential for ensuring users understand and appreciate the CRM features and benefits.
- Cultural and behavioural factors
Any change requires adequate motivation and support from the management. Positive and consistent reinforcement is vital to overcome the resistance and inertia of the existing work habits and preferences.
- Technical issues
Frequent system performance issues, such as slow loading, crashes, or errors, can affect the user’s confidence and satisfaction with the CRM. Integration with other systems that are vital for the business processes is also necessary to avoid data silos and inefficiencies.
So, what’s the solution? How to bridge this gap between CRM and users?
Strategies for CRM Adoption
1. Tailored training and support
Different users may face different challenges while using CRM. Therefore, training should be tailored to their roles and responsibilities. Users should also receive support whenever they encounter difficulties. To monitor how your users are using your CRM and provide appropriate support and training, you need a User Adoption tool.
A User Adoption tool allows you to track user actions, such as creating and updating records, spending time on records or the CRM, and more. This data helps you understand the user’s CRM adoption and usage patterns.
User Adoption Monitor is one of the best and popular User Adoption tool for Microsoft Dynamics 365 CRM users.
It tracks CRM usage for each user, shows the amount of time they spent working on any lead (or any other custom or OOB entity), and also their login and logout details. As you can in the below image, you can see a graphical representation of user actions such as daily leads created, leads qualified and opportunities won.
It does all of the above and more and that too by lying right within your CRM. No fear of data being on a third-party server and no additional training support.
Download the 15 days free trial today from Microsoft Marketplace, where only Microsoft vetted solutions are made available, assuring quality! No credit card information required for the free trial.
2. CRM culture
Building a CRM culture takes time. It is important to remember that CRM adoption is a marathon and not a sprint. Leadership and management needs to step up collectively and actively promote the benefits of using a CRM and be part of the change as well. This includes leadership buy-in, a user-centric approach, an open communication channel, and more. One sure-shot way of creating a positive CRM culture in your organization is to implement rewards and recognition.
Recognize and reward individuals and teams who actively use the CRM and achieve positive results. This reinforces the value of the system and motivates others to follow suit.
Implementing gamification in your CRM is one way to do it. Although Microsoft depreciated the native gamification long back, Inogic came up with an intuitive solution to fill in the gap called Gamifics365.
Introduce game-like mechanics in your day-to-day CRM activities like reward points to users whenever they create new records, award badges to highest opportunity wins, and more. Reward with badges and trophies when they achieve the goals set or win the games. Let them see the points they are earning, badges they are earning and they are yet to earn. Gamifics365’s user scoreboard is made exactly for this.
As you can see above, a user can see the games he is in, the points, badges earned, and so much more, and that too in a visually pleasing interface. And if he wants to access all of this from anywhere and anytime, Gamifics365 is also available on mobiles and tablets!
This would help users to motivate more in using their CRM and keeping it constantly updated. To bring out more consistent results, the games can be played daily, weekly, or even monthly. This also lets you track the CRM usage of each user in proportion to the results they bring in.
You can take the encouragement one step ahead by displaying the leader boards on a TV in one of the common areas. Whenever someone scores a point, its displayed right on the screen for everyone to see.
Other than helping with CRM adoption, Gamifics365 motivates your users in their core activities like getting more sales helping more clients, closing more support tickets, by bringing in positive reinforcements.
So, are you ready to unleash the true power of your CRM? The path to high adoption may seem daunting, but remember, you don’t have to navigate it alone and in one day. Equip your teams with the tools, training, and cultural buy-in they need, and watch as your customer relationships blossom, efficiency soars, and data transforms into your most valuable asset.
Don’t settle for less. Witness the exponential growth that high CRM adoption brings and embark on a data-driven revolution today!