The Sizzle That Sells CRM Internally
The difference between a good product and a great solution is not just quality of the technology, but how you present and market the solution internally. Today’s enterprise CRM users are used to having personal technology devices that they LOVE. Whether it’s the Microsoft Surface, an iPhone or Bose noise cancelling phones, no one is pushing for user adoption. Users line up for the next upgrade before the new features are even announced!
|According to the Pew Research Center, 65% of adults sleep with their phones on a regular basis.|
How can we get our users clamoring for CRM?
We can look to personal technology for clues as to what makes them so desirable. Ease of use is a big one. They solve a problem. They’re convenient. They’re multi-functional. Do you remember when a phone was something you talked on? Making phone calls is probably the LEAST used app on smart phones today.
But the key to getting people to use something is getting them to ENJOY using it. True value and return-on-investment for business comes only when users ENJOY using CRM in their everyday business processes. As the CRM leader in your organization, you are responsible to provide users the tools and support they require to make their CRM implementation a true success. When you hire a CRM implementation team to get the implementation done as fast and as cheap as possible, these steps are usually skipped, and you don’t then get the user adoption you’d hoped for.
Here are 5 tools we use to create CRM solutions that users love:
1. Invite Users to Work In Progress Showcases
Get your users engaged early and often. People support what they help build. Frequently showcasing the build progress to the business users will not only make them feel involved in the process, but will also prevent any major deviations from what they visualized during the requirements gathering phase. They may even start coming up with ideas for next phase improvements.
2. Create a Wiki
Create one location where users and non-users can go to get all the information they need on CRM. This can be a SharePoint wiki or a web-page. In a SharePoint wiki, you can also store all relevant documents and create a wish list to add future enhancement requests.
3. Develop Internal CRM Branding
Branding is a major component of all products and business, CRM is no different. Get a mascot image for the applications. Plan communication. Create teams. Issue certificates for all users who complete their CRM training successfully. Give away desk toys. Do whatever it takes to get people excited about the possibilities!
4. Develop Video Training
No one likes to read boring documents, especially dense training materials. How can we make our training more engaging? Shoot videos! And make the videos as short – and as interesting – as possible. We all spend hours on sites like YouTube and TED for our own learning. CRM training videos can be fun and created economically. You can also create gifs for quick tips.
5. Build Proactive Support Procedures
Don’t make users wait until an issue is escalated and a support call is placed. That’s too late. The user is already upset. Provide proactive support by initiating contact with users and personally guiding them through procedures – especially before and during user acceptance testing. Be sure to continue training and support using internal champions to answer any questions and check in regularly. This makes users more comfortable with the application and can ensure the implementation is a success.
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