If you’ve invested a significant amount of money in implementing a CRM system, you expect to see results. The problem for many companies is that the CRM system is not used actively enough; it is not seen as an essential process and therefore many activities and ‘stages’ are completed offline. But how can you increase the number of users of Dynamics CRM and make it more relevant to your key users? These are just a few of the problems companies face, but there are ways to overcome these obstacles and implement Dynamics CRM in a more effective way within your organisation.
So what are the problems?
Before we attempt to solve the issues, it’s important to first decipher why users are not using Dynamics CRM more actively. So what issues specifically are putting users off using a CRM system? Firstly, users may find the interface challenging or difficult to learn and understand, and because of this they are unable to accomplish what they’d like to with the existing model. Another issue is that people simply may not see the system as a necessity, as current processes do not include the use of Dynamics CRM as a mandatory step. There may also be a lack of collaboration across departments, systems and other users.
So what can you do about these problems?
Firstly, in order to encourage users to actively use Dynamics CRM, you must first make it an essential step in the process. If staff don’t need to use the system, they won’t, especially if they are reluctant to change. If steps must be performed within CRM users will begin to get used to the system and use it more effectively and willingly. In addition to this, you must offer staff support and guidance on how to correctly use the system. By doing this, everyone will feel more comfortable and it allows staff to see the benefits of correctly implementing the system into normal processes. Nothing is perfect first time, so hold regular meetings to discuss the functionality of the system and how this could be improved upon. Feedback is key; so ask users what they like/don’t like and use customisation and training to solve these issues.
Although using Dynamics CRM works for some activities, it doesn’t always work and it isn’t always necessary, so it’s important not to force every activity to be performed within CRM. Use trial and error to see what works for you and always involve current users in discussions for improvements. In addition to this, don’t be over-optimistic. You may not achieve all of your goals, but that’s okay! Be realistic and aim for improvements – any improvement should be seen as an achievement. By taking these steps and effectively collaborating across departments and between users you can make sure your investment in Dynamics CRM pays off for you, and helps your business continue to grow and succeed.