In this article, you will find a summary of a comprehensive survey covering the implementation methods of CRM tools, usage patterns and identified obstacles, perceived benefits, and our recommendations for reconciling salespeople and the tools provided to them.
Sales functions often suffer from the CRM tools available to them, even though the goal is to help them improve their sales performance. Indeed, while a large majority of the companies interviewed (80%) recognize that CRM tools allow for better customer knowledge, nearly 75% of them observe resistance to their use for reasons independent of the tool implemented (ergonomics, availability of information, etc.)
In many CRM projects, difficulties related to deployment to end users are added to the problems of solution design and configuration (more than 73% of the companies interviewed acknowledge that the CRM tool in place in their company was not sufficiently mastered by users and adopted by managers). Consequences: users refuse or only partially fill in the tool, sales managers continue to use their old systems to manage activity, etc.
The entire project's sustainability is then called into question due to a lack of operational results. Everyone knows that the tool is not an end in itself and cannot compensate for user reluctance and obstacles. Often, the solution lies in management approaches.
This study shows us two major trends:
1. The collective interest, namely that of the company, in CRM tools is not questioned by users and their managers: almost all recognize that the tool allows for advances in knowledge and information sharing around the client. However, these contributions remain fundamental to all CRM tools (including free solutions!).
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2. However, when it comes to personal involvement in the implementation and use of a CRM tool, many resistances emerge and make its deployment to operational staff complex, even impossible. The tool becomes poorly informed, criticized, unused, etc.
In conclusion, the collective stake in this type of project is, for the most part, shared but conflicts with the individual interests of the targeted users, the sales representatives.
Our vision: CRM tools are not essential for individual sales performance. Many salespeople continue to perform well without using a comprehensive CRM solution. However, the growth of sales and marketing organizations and competitive pressures now require customer relationship management to refine their understanding of targets and improve information sharing.
In summary, the question to ask is this: How can we align the individual interests and benefits of salespeople with the overall and collective challenges of the company?
To learn more about CRMs and help you with your projects, find all of our methods and tools here:
