A Customer Relationship Management (CRM) system’s primary role is to provide a business with the means to manage customer relationships, improving your ability to upsell, win new business, and provide better service to your existing customers. CRM can be a sore subject for some – older users tend to see CRM systems as additional work, while younger generations who have been raised amongst computers and technology see it as what it can be – a way to be more productive and to do more with less.
Your CRM’s quality is directly related to its users experience of it
All CRM systems currently on the market do the basic CRM functions quite well. With that in mind, the key to a successful CRM deployment is not so much the system itself – but how useful the CRM is for its users, particularly in streamlining processes and providing users with a positive CRM experience.
In short, the happier a company keeps its salespeople, and in turn, its customers, the more likely it is to win and retain those customers
At Axenon, we focus solely on the deployment and implementation of the Salesforce platform across the Nordic countries. Our philosophy is ‘people and culture first, technology second’. The five tips below are a product of that philosophy – and we believe them to be vital for a successful Salesforce implementation.
Here are our five favourite tips to make your users love, believe – and to use – salesforce.
- Involve your sales team early – The earlier your sales team gets involved with your CRM implementation, the better your CRM system will be. Take the opportunity to learn their requirements and needs, and not only will your CRM be better, but you’ll win valuable buy-in and better adoption rates. A CRM implementation is not a technical or IT project, but a people and process improvement – where the CRM will be designed according to its end user’s needs and desires. Include your sales team in the implementation process and make sure their voices are heard. Develop your CRM’s functionality rapidly and iteratively, and gather feedback from your users at every stage.
- Implement with purpose, and one piece at a time – Change can be hard, so rather than spend a lot of time finalizing a product only to drop it, unexplained and unsupported, in your users laps, break the implementation down into small and manageable chunks. Start small, with features the end user cares about first, and iteratively improve it – delivering new features in easily digestible pieces until the end result is achieved.
- Make the user experience easy and logical – CRM instances in many businesses tend to include (at the leadership team’s behest) uncountable required fields that make the sales team’s job (hint : making sales) more difficult and more frustrating. Fortunately, salesforce is easy to customize depending on the types of end user, so that fields that are truly required at certain sales stages can be requested only when they are actually needed, making the data input process easier and more natural, and showing your users the fields that they need only when completion of those fields is useful to them.
- Your own data – A good CRM contains a vast quantity of high quality data, which is of no use if you can’t find what you’re looking for. With salesforce, you easily filter the data to make lists, reports, and processes useful for all types of your users. Customizing these features is easy, and can be configured separately for each user, so that your users see only the data they care about – keeping them more engaged and interested in your CRM’s success.
- Involve the sales leadership team – If all your leadership team does is read reports without having any desire to understand how those reports are made, and how they use the underlying data, how can you expect your other users to do any better? Modern sales leadership teams actively utilize CRMs and take ownership of their data, processes, and people – leading by example every step of the way.
A challenge for your leadership team : Your own interest in your CRM will make or break your CRM implementation. Take the effort to learn your CRM in detail, rather than just reading the reports.
Axenon will be present at Salesforce Base Camp Helsinki 2019, where we’ll cover the topics of this blog post in a 20 minute hands-on presentation.
Is CRM implementation or adoption a problem in your organisation? Interested in hearing how Axenon can help you sell better, smarter, and easier? Drop your contact details into the form below and I’ll be in touch!
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