Q: Why aren’t we getting as much value from our CRM as we thought we would when we bought it?
A: First, think of your CRM implementation as a Netflix series and not a stand-alone movie. It’s up to you to define those future episodes and derive value over the long term. Second, a prerequisite for results is good data, so make sure your data isn’t the underlying issue. We also recommend considering whether you want your CRM to be a source of data or a recipient of data. One of those paths will give you more options in the future.
Q: How do I improve user adoption at my firm?
A: There are a number of ways. First involve team members in the pre-implementation phase to make them feel like they are contributing to the process. The more they see their direction and insights being put into action, the more likely they are to feel ownership and commitment to its success. Second, create advisory boards that can provide ongoing feedback and prioritize changes. Third, set up a channel to communicate the fixes that you’ve made.
Q: What can I do to really make our CRM investment a success?
A: Accountability is critical: If it’s true that ‘success has a thousand fathers’, most CRMs we see are orphans. Name a CRM owner and several influential internal advocates. For the owner, managing the CRM should be part of their performance goals. They would manage the process of sharing best practices, gathering feedback, prioritizing fixes and reporting back as well as curating training materials. The internal advocates would help to fuel a mentality of “if it’s not in theCRM, it didn’t happen.”
Q: Will enhanced training improve my CRM?
A: Ongoing training is key. No two CRMs are the same. Just because someone used a particular CRM at their last job doesn’t mean they will know how to use your firm’s CRM. Equally important is to provide training in different forms from one-to-two-page user guides to videos to other methods. Not everyone can teach themselves and not everyone attends sessions so you must provide a variety of tools that appeal to everyone. Lastly: Track training participation. Frustrated users often do not attend the training. It helps to let everyone know it’s important and being monitored!