By John Chan, ISM Software Lab Director
Attendee polling questions show most companies feel they need improvement in their CRM user adoption.
On September 18, 2012, Barton Goldenberg, president of ISM, presented a Webinar titled “If The Software is So Good, Why Won’t Your People Use It?”. Highlights follow:
Managing CRM Success requires strategic vision, a structured approach, securing high user adoption and a solid value proposition.
Key CRM risks include: executive team not being on board, little/no commitment to process enhancement, unwillingness to commit to change, failure to be metrics-based, PPT out of whack, (e.g., technology-driven) and lack of user adoption (little/no What’s In It For Me (WIIFM)).
Securing High User Adoption requires WIIFM, data standards & integrity, executive leadership, meaningful change management (e.g., effective communications, continuous training, a champion program, impactful incentives, and a focus on user experience).
Executive Leadership requires following this quote when implementing software: “If management doesn’t embrace the concept, we can’t expect employees to openly accept the concept. The concept is new to everyone and we have to start out slow, fine tune the process and build upon small successes”. Furthermore, executive leadership should set the future direction of CRM in which ISM increasingly sees influenced by the trends of mobile CRM, social CRM and Gamification (the use of applying game-like elements to non-game environments to influence behavior).
In meaningful change management – awareness will lead to understanding, leading to acceptance, then involvement and finally commitment.
CRM has a solid value proposition which will lead to greater productivity, lower costs, stronger employee morale, enhanced customer knowledge, higher customer satisfaction, improved customer loyalty/retention and superior decision making. ISM has found that companies using a CRM application outperform companies not using CRM by 44% in terms of revenue per employee.
During the Webinar, participants answered three polling questions. Results are:
1. Our organization has fully integrated CRM into the way we conduct our day-to-day business and as a result our CRM software usage is very high.
Yes – 14%; Kind Of – 43%; Not at this time: 43%
2. Did/does your organization apply a structured methodology to drive its CRM success?
Yes – 30%; Kind Of – 30%; Not at this time: 40%
3. Does your organization regularly measure CRM user adoption and take steps to bring this metric to its highest level?
Yes – 9%; Kind Of – 45%; Not at this time: 45%
If any readers would like to comment on Barton’s key highlights concerning CRM user adoption and increasing the use of software by company staff, please feel free to post your comments on the ISM Blog.
To access an archived recording of ISM’s, click here and scroll down to the If The Software is So Good, Why Won’t Your People Use It? Webinar listing.