How to Overcome CRM User Adoption Barriers

CRM Systems:
IF YOU BUILD IT,
WILL THEY USE IT?
Organisations pour tremendous amounts of time, resources and
money into Customer Relationship Management (CRM) systems
with high expectations of increased sales, better customer
service and improved operating efficiency. The right CRM system
can deliver on those goals – but only if one key component is
accomplished: user adoption.
Here is a sobering fact: over 50 % of CRM projects fail to deliver
the expected returns, often due to low user adoption.
The greatest single contributor to CRM project success is getting
users on board. Ask yourself these questions: How will this CRM
implementation benefit our team? Will this CRM implementation
make life easy for the users?
Users must understand the benefits and use the system on a daily
basis to improve their productivity. Your organisation must ensure
the CRM platform is designed specifically to meet the needs of
your users, to communicate the benefits, ensure they understand
how to use the system and secure their buy-in.
Lack of user acceptance and internal support is a sure-fire way of
seeing CRM initiatives falling short of expectations in the form of
wasted project costs and demotivated team members.
With decades of experience in CRM deployments, we have
noticed some trends – common barriers to user adoption that
nearly all businesses face. This guide lists the top 5 user adoption
challenges organisations contend with and best practices for
overcoming them.

2
In addition, a CRM dashboard provides personalised views of
relevant data. With more time, salespeople are able to analyse
and easily see real-time reports with visibility into information
that was never before available without spending considerable
time and effort to aggregate the data.
Marketing
In the past, marketing was viewed as an ambiguous cost that
couldn’t be measured or tracked. Today, despite sophisticated
databases, many marketers still can’t easily assess or quantify
the success of their efforts. The inability to substantiate results
impacts marketing budgets.
Creating and executing new campaigns is easier to justify when
marketing can capture measurable results. When your CRM
system is architected correctly, marketers can demonstrate
solid reports on leads generated, opportunities converted,
close rates and ROI. Comprehensive marketing reporting and
analytics provides transparency into marketing metrics, thus
providing a clear view of how marketing and sales activities
contribute to the company’s bottom line.
With better metrics on how campaigns are performing,
marketing has insight into how to improve campaigns. Setting
campaign goals and benchmarking results opens doors to new
possibilities in marketing effectiveness.
The most nimble CRM applications are those that can be
integrated with other tools including marketing automation
software and e-marketing platforms.
With a CRM system, marketers are able to create compelling
and high-impact campaigns: Planning activities, developing
contact lists, organising campaigns, implementing programmes
and measuring the results. Where marketing previously had to
run campaigns manually, they can now run automatically.
Because they have more details readily available than ever
before, marketers can segment contacts to run personalised
“What’s in it for me?”
Solution: Tailor your platform to user needs
Many CRM implementation plans don’t start with a discussion
about user needs – even though they should. It is best practice
to make user adoption and ease-of-use priority one.
What users need in a CRM system varies depending on their
role and function:
Sales
Ensuring the CRM platform reflects individual salespeople and
their own unique selling cycle is a key milestone; information
such as keeping up-to-date on opportunities, which leads
have been qualified, the next step in the cycle, tracking
follow-up communications, forecasting and more. The right
CRM platform helps salespeople hit their revenue targets,
reduce sales cycles, convert leads to sales and increase their
commission.
If your CRM system doesn’t accomplish these goals, users will
lose confidence and stop using the platform. They will fall back
on legacy systems and manual processes.
On the other side of the coin…
An effective CRM sales solution is a comprehensive lead
management tool. Having easy access to solid, reliable and
trusted data in their pipeline, sales reps are able to quickly get
any customer information they need, all in one system.
CRM delivers transparency and clear visibility of sales cycles
by tracking each prospect through every step of the selling
pipeline from initial lead to purchase. A comprehensive lead
management tool helps companies turn more leads into
revenue.
Sales administration
If sales teams spend hours every week on administration
tasks, it’s an expensive drain on productivity. Imagine the
extra opportunities that could be won each month if sales
administration absorbed less time.
An effective CRM strategy liberates sales staff from the burden
of admin tasks by minimising, or even removing, repetitive
processes that steal time from the working day but contribute
little to profitability. For example, the sales team no longer
has to manually create records, key in data or send forms to
accounts for processing. An effectively implemented CRM
strategy will result in these tasks being managed automatically.
An effective CRM strategy liberates
sales staff from the burden of
admin tasks by minimising, or even
removing, repetitive processes that
steal time from the working day.

3
campaigns and reap higher conversion rates. The result: More
campaigns can be run with fewer people, and deliver more
qualified leads to sales.
Customer service
CRM arms service reps with customer information, case
management, service history and support knowledge, giving
them the tools to deliver consistent, efficient service that
enhances customer loyalty and profitability.
With a professionally implemented CRM system, service
representatives are better equipped to address a customer
issue because all the detail they need is instantly available in a
single interface. They do not have to access multiple systems,
which saves time and ensures a swift resolution to service
issues and requests.
Automating service processes with a CRM system enables
you to assign, manage and resolve support incidents with
automated routing, support ticket queuing and escalation of
service requests, along with case management, service level
agreement management and auto-response e-mail. With all
details available in one place, CRM systems make everyone
accountable for customer service.
Reps are able to provide responsive, personalised service that
increases case resolution and ultimately reduces customer
churn. Unprecedented access to data transforms the customer’s
overall experience. Customers quickly and easily get what they
need to ensure they have a pleasant and amazing experience
that competitors will struggle to match.
When service reps see they have more tools and information
at their disposal, they will be increasingly motivated to use the
platform, because they recognize that CRM will help them do
their job better and deliver superb service.
80% of executives say customer-
facing strategies are high on their
corporate agendas
- Source: Strativity Group
“It’s not relevant to
how I work.”
Solution: Get cross-functional
feedback up-front.
CRM is a company-wide strategy that involves any group who interact with the customer either directly or indirectly. With the goal of
improving user adoption, the most effective way to understand what users need is simply to ask. Involve users from the start. By including
employees in the process, your organisation does not impose the new CRM system on users, but rather enables the front-line employees
to drive the change.
To ensure all user groups are considered, the build process should incorporate both vertical and horizontal knowledge from within
the company – key users from project stakeholders to cross-functional employees who are firmly entrenched in day-to-day tasks.
Ask questions about how CRM helps in their day-in-life activities; what steps seem unnecessary and what changes or enhancements
would make their jobs easier.

4
By first understanding existing frustrations as they relate
to data management and automating processes, the
consultancy partner you work with is able to design practical
and functional CRM solutions. Through user testing and
pilot programmes, invaluable input is gained – data that can
make the system built for the way users need it to perform.
For example, service teams are unlikely to need access to
marketing campaign functions while sales teams probably
won’t need access to marketing project tasks. These options can
be hidden from users groups. Displaying only the functionality
users need prevents them from being overwhelmed and
confused by too many irrelevant options. A CRM interface
can extend beyond individual user personalization. It can be
designed to dynamically adapt by role.
A CRM deployment shouldn’t necessarily simply replicate
current processes. The goal is to develop improved, more
efficient processes. As a result of user input, a CRM system
can be built with enhanced processes, refined approaches
and richer information that enthuses users, streamlines tasks,
increases user productivity and ultimately improves ROI.
Threats to CRM Success
Forrester found the most
significant barriers to be:
• Slow user adoption: 49%
• Inadequate attention
paid to change management
and training: 36%
• Difficulties in aligning the
organisational culture with
new ways of working: 15%.
- Source: Forrester
“Why do we need
to change?”
Solution: Have a communications
strategy in place
Sell the system internally
Change management is a big deal in any organisation. With
change comes resistance. Many employees are set in their
ways, comfortable with predictable routines and familiar tools.
They see no need for change. Behind some mindsets are
“we’ve always done it that way” while others fear change.
Your workforce builds an opinion about the system before
they ever use it. Some organisations mistakenly assume a
new CRM platform will sell itself once the solution is rolled
out, their message being, “We’ve got this great new CRM
platform that everyone is going to start using. You will love it.”
Unfortunately, it’s not that easy.
Lead by example
Successful CRM projects need visible buy-in from the top.
Strong leaders will communicate the bigger picture, convey
why change is needed and how it will positively impact the
organisation as whole. Promote the CRM platform as an
integral part of the company culture. Position it as an ongoing,
value-driven process that is continually fine-tuned to benefit
the entire organisation.
Improved processes fostered by
CRM can even reduce employee
churn and be used as a basis for
attracting high calibre staff.

5
It requires a change in thinking and a change in behaviour.
Leaders must be willing to lead by example to demonstrate
how CRM helps every level of the organisation. A consistent
positive attitude on the leader’s part inspires others. It is
imperative that leaders are early CRM adopters themselves.
Buy-in occurs at the highest levels of the company and
filters down through the ranks.
Keep users in the loop
Keep users informed as the system nears completion,
continuing to communicate how CRM will directly impact
them. Before launch, stress that ongoing support training is
available to guide them. Explain that trainers will work with
them until they feel comfortable on their own. Then, follow up
systematically to ensure that the change is happening. After
the CRM ‘go live,’ schedule post-implementation sessions
with teams and individuals. Gather user feedback and use
this as the basis to apply CRM tweaks and begin prioritizing
new requirements.
“I don’t have time to
learn a new system.”
Solution: Designate specific days
and times for training
It is important that users’ first experience be positive. If employees don’t learn how to use the system, it sits, untouched. Employees
fall back into their old ways of finding information in disparate systems and using manual processes.
Employees can’t be given a one-hour course and expect to know how to use the CRM system. A leading package like Microsoft
Dynamics CRM may be intuitive to any Office user, but don’t assume training is not important. Dynamics has specific nuances and
functions that require in-depth training, customised to the employee’s role in the organisation.
Demonstrate the CRM system’s importance by allocating time for training sessions. It is important that plenty of notice is given
and individuals can focus purely on the training without interruptions. Employees shouldn’t feel like training is delaying their work.
Schedule training sessions for employees at all levels, and plan staff coverage when needed.
Have a partner that stands by you
Many consultancies will deploy a CRM system and leave you to your own devices, never to be seen or heard from again.
Project leaders need to think beyond and invest beyond the CRM system introduction training. Take into consideration on-going
needs and training that supports users throughout the lifecycle of the CRM project. To accomplish this goal, choose a proactive
partner who is available to support you at every step and who fully understands your business and user challenges.
Introduction training is key for basic familiarization of CRM menus, navigation and essential processes. After implementation, you can
work with your consultancy partner to rollout further training that will develop users’ skill beyond the basics.
More advanced CRM topics and role-specific training builds confidence and user competence, ensuring that their experience with
CRM remains positive and keeps pace with their expectations.
Total number of sales organizations
leveraging CRM increased to 83%
- Source: CSO Insights’ Annual Sales
Performance Optimization Study ‘14

6
Leave training and support to the experts
With a professional CRM consultancy firm that offers managed
support services, your employees have access to the training
and support they need, anytime they need it. The initial
knowledge they gained should be topped up with regular
sessions to introduce and master more CRM functions, or
recap learning points, helping them to achieve incremental
gains with each session.
Ensure courses can be delivered face-to-face or remotely and
be scheduled as hourly or full day sessions. Employees can
also get assistance via ongoing email, telephone and remote
dial-in support. Managed support service enables your
organisation to regularly book “bite-size sessions” with their
regular consultant who knows their system.
A managed agreement includes training hours to ensure that
users have the resources they need to get the most from CRM,
acquire new skills and unleash the potential of their CRM
package.
Because CRM training hours are included in each managed
agreement, users can quickly schedule additional tuition and
consultancy advice without needing to apply for additional
budget or raise a new purchase order.
Technical support
When users have a problem, they want answers right away.
Ensure CRM technical support is always available via multiple
sources and channels. Make it easy for users to connect with
the right person and the right knowledge at the right time to
answer their service needs.
Running a help desk probably isn’t your organisation’s core
competency, and your resources are best focused on revenue-
generating tasks. An inclusive Managed CRM support service
alleviates the burden of technical help from your business,
while at the same ensuring your employees have all the
assistance they need. A CRM consultancy partner who offers
managed services will ensure your CRM system is running
smoothly, minimize downtime, answer user questions and
help you ensure CRM fulfills its potential.
Because managed support has a bank of consultancy hours,
CRM administrators and authorised users can quickly allocate
these resources to deal with changes that go beyond routine
technical support. This time is already held in your account
so it can be immediately allocated for your CRM partner to
complete these tasks. There’s no need to get approval or apply
for more budget. This is an ideal solution to help organisations
evolve their CRM package over time.
7 of the top 10 Fortune 500
companies use Microsoft
Dynamics.
Dynamics CRM serves more than
4 million users and over 40,000
organisations.
Microsoft Dynamics CRM is
deployed in over 80 countries.
- Source: Microsoft
by the Numbers
Make sure your CRM solution is
future-proof, scalable, agile and
flexible enough to keep pace and
adjust to changing needs.

7
“The requirement has
changed. CRM is no
longer meeting my needs.”
Solution: Review & implement
change requests
As we’ve demonstrated, CRM projects don’t end when a new
system is first implemented. They evolve over time in response
to changing business strategies, shifts in operations, new
opportunities and user requirements.
The solution is to future-proof your investment. Your system
should be scalable, agile and flexible enough to keep pace
and adjust to meet changing needs. Even though an initially
successful implementation of CRM can bring early payback
the initiative can still fall short of expectations if the system
doesn’t adapt to change. Scalable CRM systems, like Microsoft
Dynamics, can easily handle adding new functions, customising
existing processes or integrating with other data sources, all of
which leads to long-term ROI.
User adoption success
Using the afore-mentioned techniques will help you focus on
lowering operational costs to ensure your CRM investment
positively impacts your bottom line. These practises also
greatly improve user adoption. Working with Preact, you can
rest assured if we build it, they will use it.
Don’t settle for “good enough”
If you have an existing CRM system that isn’t delivering the
results you need, a professional consultancy firm can help you
achieve much more. Whether your system was implemented by
Preact, or another party, it is essential to have easily accessible,
reliable and expert advice to ensure your CRM system runs
smoothly. We can protect your investment by developing and
enhancing your present platform. This can involve upgrading
to a newer version to activate new features and customising
the database so that teams can benefit from a wider breadth
of CRM functions e.g. configuring automated processes and
reporting across more business areas.
5 Steps to Secure CRM User Adoption
The right CRM system can deliver
on goals such as: increased sales,
better customer service and
improved operating efficiency –
but only if one key component is
accomplished: user adoption.

8
About Preact
Preact is a Dynamics CRM consultancy and a Microsoft Gold Certified Partner.
Our entire implementation, development and training team are certified technology specialists. Implementing CRM solutions
since 1993, our team is one of the most experienced in the UK. Our aim is to help you achieve outstanding success from your
CRM strategy.
Lead Management
Opportunity Manager
Pipeline Forecasting
Sales Automation
Quote Management
Sales Goal Tracking
Sales
Campaign Management
Email Marketing
Lead Scoring
Event Management
Marketing ROI Analysis
Contact Profiling
Marketing
Case Management
SLA Support
Account Management
Service Automation
Customer Portals
Contact Management
Service
Preact Connects Teams to a Single Unified CRM Solution

9
Preact Microsoft
Dynamics Expertise
Specialising in Microsoft Dynamics CRM
platform deployment
No matter where you are in the project lifecycle – just starting or already
have Microsoft Dynamics CRM in place and looking to get more out it,
we can help.
Getting great results is easy if you partner with Preact. We are with you
every step of the way, from evaluating your needs to designing a custom
tailored CRM system that matches your unique business processes.
Proven methodology
With our unique implementation methodology, during scoping we take
the time to understand how your business operates and to provide a
solution that best fits your needs. Preact understands the inter-workings
of Microsoft Dynamics and its powerful capabilities. Therefore, we are
able to configure and deploy a CRM system that has capabilities beyond
your expectations…beyond what you knew was even possible. Your
system is custom tailored to your business and designed to improve
productivity and get the most from your investment.
Future proof your investment
Without adoption, what is built at the outset can quickly become
obsolete. Preact helps you future-proof Dynamics CRM. Your system
will be scalable, agile and flexible enough to keep pace and adjust to
meet changing needs. Deployed in the cloud or installed on-premise,
Microsoft Dynamics fits each unique business requirement and adapts
as your people, priorities and infrastructures change.
User training
Our training is carried out by a Microsoft-certified expert who will
introduce your entire team to Microsoft Dynamics and empower them
to attain the skills, confidence and enthusiasm they need to use the
system effectively to do their jobs better and be more productive. Our
team of award-winning Microsoft certified Gold CRM Partners are
experts in technology but they also know how to describe it to novices
in ways that are easy to understand. No tech-speak.
We offer job role specific courses for salespeople, customer service
representatives, the marketing team and other core functional teams
who will use Dynamics as a key part of their job. But training doesn’t
end when the deployment begins. Our managed support offering
gives employees access to the training and support they need,
anytime they need it. They can top off their initial knowledge up with
ongoing sessions to learn and master new CRM functions, or recap
learning points.
Testimonials
“We have always been
extremely satisfied with
the work Preact carry out
for Mencap. They provide
excellent advice for our
organisation’s changing
needs with a wide range of
support, both technical &
training, and they are
always open to new ideas.’’
- Mencap
“Preact have consistently
delivered a high level of
customer care and attention
to detail. I find their team to
be professional,
knowledgeable, credible and
responsive. Their technical
knowledge of the Microsoft
Dynamics platform
is second to none.”
- Ramsac
”We’ve always found Preact
most helpful and have really
benefited from their CRM
guidance and advice.’
- John Lewis Partnership
”All the Preact team are
very responsive and helpful
whenever we need CRM
advice and support.’
- Mitsubishi Contract Motoring

10
Managed Services
Develop your Dynamics CRM database without incurring high
upfront costs by choosing our premium managed support
service.
Managed support from Preact is a fully bespoke agreement
that adapts to your requirements and budget. Choose how
many consultancy hours you need and allocate CRM tasks
on-demand.
Phase your deployment, or simply take your database and
CRM results to the next level by scheduling consultancy hours
and complimentary training. You may decide to use your
allotment for additional training, consultancy, development or
technical support.
Contact us: 0800 381 1000 | +44 (0)1628 661810 | sales@preact.co.uk
You always have the flexibility to consume hours how they will
best serve their needs – and you have to option to increase the
allotment of hours per month, or reduce based on your needs.
Achieve CRM success
Don’t let poor CRM implementation hold your business back.
Professional CRM implementation can take your business to
the next level.
We offer expert help with all CRM related requirements
including project scoping, database development, CRM
integration, user training and technical support.
Breadth of CRM Solutions
Leading CRM applications like Microsoft Dynamics are highly scalable and there are numerous considerations that need
to be taken into account when implementing a new system in order to secure user adoption. To demonstrate the scope of
CRM we’ve illustrated a sample of these solutions below:

How to Overcome CRM User Adoption Barriers

More Related Content

What's hot (20)

Similar to How to Overcome CRM User Adoption Barriers (20)

Recently uploaded (20)

How to Overcome CRM User Adoption Barriers