Three common CRM user engagement issues and how to fix them

You knew that putting in place a CRM system would be great for your business but you are aware that there may be problems with user engagement.

You don’t want to fall into the trap of being one of those companies that purchase new software but does not use it.  Neither do you want to be within the pool of businesses who use less than half the features present on their CRM.

With so many managers experiencing problems with CRM user adoption and engagement, what issues might you expect and how should you fix them?

Here are a few common problems along with their solutions that will help you to avoid frustration and lost time caused by not being fully prepared:

1. Users seem reluctant to accept or buy into the idea of the new CRM

This is the big one.  You must involve all CRM users in the design, deployment, and introduction of the CRM. Do this from day one and don’t miss anyone out as those not included will not want to welcome the concept. No involvement equals no empowerment; you don’t want your team to feel that they are being forced to do something, but that you are including them in a process that is going to boost company performance and have a positive impact upon their roles. Make it clear to them that the new CRM is being introduced to make their jobs easier and more enjoyable.

2. CRM processes not aligning with the tasks of the sales and customer service teams 

You need to get their input in order to make sure that your CRM is focused upon what they do.  This should commence during the design stage and continue during implementation. Don’t forget that you are actually requesting users to do their jobs in a different way; if you try to deploy the CRM without taking existing processes into account, the changes will be too great to deal with and you may find yourself with a protest on your hands. The secret to success?  Connect with employees, follow through their experiences when using the CRM and collect feedback.

3. Lack of trust within the team 

Management may have implemented the CRM with the IT department’s support, but don’t let your team think that it will be of no benefit to them.  Even worse, remove the idea that it will be used to track performance and used against them during reviews. Make it clear that the CRM is not there to purely provide management with reports.  Instead, illustrate how it will enable them to work more effectively, smarter, and faster. Show them what is in it for them.

To sum up, ask your Sales and Customer Service departments to get involved and tell you what they like and dislike about the present manual processes.  It is up to you to ensure that the things they like are not destroyed by the introduction of the CRM but simply improved.

Take all of these points into consideration when implementing the CRM system and user engagement issues should be minimized.  Users need to understand that productivity and efficiency will be boosted which will benefit not only the business, but them too.

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Jane Tareen

About the author…

An MBA-qualified professional, Jane specializes in all kinds of copywriting and creative content production. With many years spent working in advertising and publishing, she is also skilled in editorial production and proof-reading. Whilst writing, she has a constant companion in the form of one very large Fox Red Labrador!

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Jane Tareen

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