CRM adoption is a struggle many companies face after buying the software. Employees don’t like change. They think new software is confusing and hard to use. To truly benefit from a CRM, companies must plan carefully to make it easy for employees to start using it right away.
Bringing in new software is always difficult for a business. Employees don’t like change. They think new software is confusing and hard to use.
But, you can make the move to a new CRM smooth for your team. The key is planning for CRM user adoption from the beginning. Here is how to plan for easy CRM adoption when using a new CRM.
I. Get Everyone to Agree First
Before even looking at CRMs, get agreement across the company. Make sure everyone understands this move is needed. Clearly explain the reasons, such as:
- Having customer data together in one place, not spread across many systems
- Better teamwork between sales, marketing, and customer service
- Better reporting to make improved business decisions
- Automating manual tasks to save time
- A single view of the full customer journey
Explain how the whole company will benefit from better data, communication, and customer visibility. But also say there may be some disruption at first during setup. Getting agreement upfront prevents resistance later.
According to CFO Insights, only 40% companies have a 90% CRM adoption rate, while 60% of companies do not manage CRM adoption and user engagement well. This highlights how crucial it is to make adoption a key priority from the start.
II. Form a Team to Select
Do not let just one department choose the new CRM. It impacts many roles, so form a selection team with members from:
- Sales
- Marketing
- Customer service
- Operations
- IT
- Executive leadership
Each group can review CRMs based on their needs. This ensures you pick the best overall solution.
Many CRM implementations fail because they take a technology-first instead of business-first approach. Having a cross-functional team evaluating options increases the chance of finding a CRM that supports your processes versus trying to conform to the software.
III. Define Clear User Roles
A major part of CRM user adoption is showing each person only what they need to see. Too much CRM clutter causes confusion.
- Work with department heads to outline:
- User roles (sales rep, marketer, service agent, etc.)
- What data each role can access
- Which app integrations are needed per role
- Ideal dashboard and reporting layouts
Customize the CRM upfront to match your processes. Give teams an experience tailored to their needs.
Estimates by Webinar Care show that the average CRM user adoption among sales reps is 73%. Companies can increase CRM adoption by improving requirements gathering for their teams. Implementing a CRM without enough input from end users on what they truly need often leads to low rates.
IV. Have a Plan for Implementation
Clearly plan out all implementation steps, like:
- How to migrate data from old systems
- Setting up software customizations
- Integrating with other apps and testing
- Creating user accounts and security settings
- Scheduling training sessions and materials
A structured plan prevents missed steps that delay launch or confuse users.
Too many companies rush the CRM implementation just to meet an arbitrary deadline. Careful planning for all technical and people aspects is critical for increasing long-term CRM adoption.
V. Increase CRM Adoption With Champions
After go-live, people will have many questions. Identify “CRM champions” from each team who can mentor others. These should be co-workers that others respect, early adopters of technology, and supportive of the new CRM.
Train this core group deeply so they can answer questions and promote CRM adoption.
Change management is arguably more important than the technology itself when it comes to increasing CRM adoption. Having internal advocates and experts is proven to drive higher engagement.
VI. Make Training Interactive
Boring training sessions are not helpful. Make CRM training engaging through:
- Hands-on activities using the actual software
- Examples relevant to each person’s role
- Video guides and manuals for ongoing reference
- A practice test environment to try things out safely
The more interactive training is, the quicker employees will learn the new system.
Generic, one-size-fits-all training is a major reason for low CRM user adoption. Continuing education tailored to specific roles and skill levels is best practice.
VII. Phase in the Launch
Do not just flip a switch one day with the new CRM. Introduce it gradually:
Phase 1: Parallel path
For a period, use both old and new systems together. This prevents major change disruption.
Phase 2: Pilot groups
Have small pilot teams go live first to identify issues before mass CRM adoption.
Phase 3: Department rollouts
Then stagger go-live across departments, with CRM champions providing focused training.
Phase 4: Company-wide
Once issues are fixed, complete the full transition for everyone.
Abrupt system changes disrupt productivity and breed resistance. A phased rollout approach allows for adjustments and builds confidence in the new CRM.
VIII. Provide Ongoing Support
CRM user adoption does not stop at launch. Have a long-term enablement plan:
- Share updates when new CRM features arrive
- Offer more training sessions over time
- Highlight CRM success stories internally
- Survey users to find remaining hurdles
- Have CRM champions promote engagement
Keep reinforcing the value and “what’s in it for me” of using the new CRM.
For example, share stories of how the CRM helped sales reps close more deals faster. Or how it enabled service to resolve more customer issues on first contact.
Companies often underestimate the need for continuous training and change management after going live with a new CRM. Consistent reinforcement is required to solidify CRM adoption as a habit across the business.
IX. Ensure Data Quality
A CRM is only useful if the data inside is accurate. Put processes in place to maintain data quality:
- Validation rules for proper data formatting
- Deduplication to merge duplicate records
- Audit fields tracking changes
- Defined processes for keeping data complete
Trustworthy data is critical to sustained CRM adoption since bad data means people stop using it.
To increase CRM adoption, consider making data quality metrics part of employee goals and compensation. When people are motivated to keep data clean, they use the CRM more.
Entrepreneur.com shows that even an increase in data quality can lead to a 300% growth in conversion rates. Yet poor data management plagues most CRM initiatives and undermines the entire purpose.
X. Celebrate Successes
Implementing new CRM software impacting everyone is a huge project. Be sure to celebrate wins like reaching CRM adoption targets, departments actively maintaining data quality, process improvements from better insight, and revenue growth from effectively using the CRM.
These successes motivate continued CRM adoption and engagement.
For example, you could give awards or bonuses when departments hit engagement milestones. Or throw a party when overall data quality scores improve.
People need to see evidence of the CRM’s positive business impact. Celebrating reinforces that effort around CRM adoption is worthwhile.
XI. Keep Improving for Long-Term Success
Driving full CRM user adoption is a journey, not a single event. Even after the initial rollout, continue optimizing the CRM configuration and integrations, analyzing user feedback to enhance experiences, providing continuous coaching and training, and developing CRM “super users” within each team.
Adopt a mindset of iterating and improving the CRM over time based on usage insights. Don’t set it and forget it.
The more you make the CRM indispensable to employees’ daily workflow, the higher CRM adoption will be.
Many companies neglect maintaining the CRM and evolving it with the business. This gradual lack of attention inevitably leads to CRM adoption dropping off again.
Embrace the Ongoing Change
Moving to a new CRM creates big change for any organization. But careful planning and execution around CRM adoption makes the transition much smoother.
Focus on clear communication, role-based CRM experiences, interactive training, and internal champions. Provide long-term reinforcement resources too.
If you approach CRM deployment as an organizational change management initiative from the start, you’ll have more cheers than tears across the company.
