When effectively deployed, customer relationship management (CRM) tools have the potential to radically improve an organization's service offerings and efficiency. Whether the firm in question is a major corporation, a nonprofit or a small business, CRM can prove to be an invaluable resource.
However, this is only true when the CRM tools are actually used by the organization's employees and partners, something that does not always occur. Sometimes, the intended users of a CRM application resist the technology.
Industry expert Christopher Bucholtz, writing for CMS Wire, noted that the key to ensuring that workers actually use CRM tools is the use of incentives. Specifically, he asserted that managers should strive to convince and demonstrate to employees that CRM can help them to perform their jobs better. The alternative, simply demanding they use the technology, is likely to be met with significant resistance.
In a separate report for CRM Buyer, Bucholtz recently argued that another key to ensuring adoption of CRM among workers is choosing the right platform. Specifically, he wrote that organizations must select CRM solutions that feature smooth integration and intuitive interfaces.
Integration
In all likelihood, an organization's workers already have established systems in place to help them perform daily tasks. Unless they are new to the job, they are also likely somewhat attached to these tools. After all, people tend to prefer the familiar and adhere to the maxim "if it ain't broke, don't fix it." As a result, it can be difficult to convince a worker to switch from his or her current, working system to an upgraded one featuring advanced CRM tools.
Bucholtz asserted that these difficulties can be largely overcome by choosing a CRM platform that integrates smoothly with whatever system an organization's employees already use. This will make the transition easier on the worker, and therefore make him or her more likely to adopt the technology.
Many association membership management programs, for example, can work smoothly with an organization's existing platforms.
Interface
Bucholtz also maintained that choosing a CRM application with an easy-to-use interface is crucial for ensuring adoption. In the past, CRM tools were primarily created for use by IT departments and high-level executives, and consequently their interfaces were designed with these individuals in mind. Now, CRM is most valuable when in the hands of end users. These users have different objectives and needs, and a firm's CRM solution's interface should take into account these specifics.
