In an opinion piece for CRM Buyer, Christopher J. Bucholtz warns that "feature shock" can thwart the adoption of CRM systems at most organizations. Bucholtz outlines what he calls the "battle" for CRM adoption within large sales teams, usually pitting managers against sales representatives.
The worst thing about this battle is that highly effective CRM systems often get caught in a tangle between office relationships and career fears. Managers often become attracted to CRM applications because they help the strategic planning process. In good times, data from CRM systems can make managers look like heroes. In bad times, managers can use CRM software to identify weak links in their team.
Most new features apply to managers. End users can resent a CRM system that feels like it has been tailored to the needs of middle or upper management with little or no concern for line users. CRM software that puts its best foot forward on the sales floor will gain traction faster. Savvy managers will sacrifice some bells and whistles for the sake of team-building, at least during the first stage of CRM adoption.
Too many new feature rollouts can discourage learning. In organizations where team members are reluctant to learn about new CRM software, frequent feature rollouts can reinforce a desire to "wait" until changes have rolled to end users. If teams believe that the whole system will change anyway in a few months, they have little motivation to learn how to use CRM software.
Choosing splashy changes over refinements can signal a dissatisfaction with the CRM system. Constantly adding new features and style options to CRM software can make many end users believe that a current system is flawed. While companies should still invest in CRM software overhauls when needed, rolling new features should feel more like an organic evolution.
Adding features increases cost while creating more potential points of failure. Dumping everything but the kitchen sink into a CRM software rollout only improves the odds of a morale-defeating breakdown or failure. Companies on their first CRM software rollout should keep things simple by focusing on core functionalities instead of on "edge cases."
Keeping these four principles in mind when planning a CRM software rollout can help company owners focus their teams on sales instead of on the debate over tools.
2 comments:
Enough can't be said about the value of training. Highly-complicated CRM apps are fine, as long as you invest the time and resources into teaching your people how to use them. Set aside certain periods each day to learn a new CRM app.
Some will say that a good CRM package is so basic that it doesn't require much training. Simple CRM software is a must for any business who experiences high turn-over rates. There's just not enough time in the day to train a new person on CRM to have them leave in a month or so.
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