For a CRM system to succeed, it is of the greatest importance that organizations actively involve their end users. Even before the system is acquired! Explain to employees that a (new) CRM solution is on its way and how they can benefit from it.

For a CRM system to succeed, it is of the greatest importance that organizations actively involve their end users. Even before the system is acquired! Explain to employees that a (new) CRM solution is on its way and how they can benefit from it.

Make clear that the organization will function more effectively due to the CRM system and that it will become easier to achieve goals and save costs.
The implementation of a CRM system that only connects with the business processes is not enough.The implementation of a system can generate a great deal of resistance amongst the users, because it requires a new working method. The human factor – user acceptance – may be the most important element in making your CRM system a success.

Why is user acceptance so important?

I find the adoption process in general to be an interesting subject because the success of a CRM implementation project is not only dependent on the choice of the software package. Various case studies have revealed that the implementation of CRM also requires a strategic approach and that the system must be supported by the users. Change, in general, can be quite scary and difficult. It requires employees to have the flexibility to learn a new working method.

Several issues, including the following, lead to poor user acceptance in practice:

  • The implementation of a system without giving the employees the right training, could result in frustration and data corruption.
  • The system is not appropriate for the working method in practice and the management does not contribute to the use of the CRM system.

User acceptance is increased if the users are convinced that using it produces benefits.
Optimum use of the CRM products provide higher quality data:  data can be combined and shared. Detailed customer information is available.

 

How do you ensure user acceptance?

  • Introduce the system in stages.
  • Ensure that the employees have sufficient knowledge of the system.
  • Ensure that the system is part of the corporate strategy.
  • Share the results and the successes that are achieved.
  • Ensure that the system continues to connect with the business processes.
  • It all comes down to user acceptance.

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