32%.
32% of French SMEs do not use CRM software*. Many companies still use Excel, their emails or shared files for customer relationship management.
What about you?
*Independant.io, 2022
Using a CRM is therefore a strategic issue for acquiring and retaining new customers.
However, among the companies we support, many tell us about the difficulty of getting their teams to adopt their CRM solution.
Today, we're sharing 3 keys to initiating change management within your organization to optimize the use of your CRM!
KEY #1 - Communicate Internally
What do your employees gain by using your CRM? What does the CRM bring them?
The effective use of CRM by your internal teams can bring many advantages to the company, such as time savings, better management of customer data, better internal collaboration, and increased sales. However, for internal teams to use the CRM effectively, it is important that internal communication is optimized.
Internal communication is essential to raise awareness and overcome team resistance to using the CRM.
Your teams may be reluctant to use a new tool if they don't understand how it can help them in their daily work. By explaining the benefits of using the CRM and showing how it can help them manage their work more effectively, its use can be greatly optimized.
At the same time, it is important to train teams on how to use the tool and to communicate regularly on new features and CRM updates.
Finally, don't forget to have a person in the company who is the point of contact for the tool who can manage questions and upskill employees. This person must have a good business knowledge to understand the issues of users and a technical mastery to configure the CRM.
If you are looking to optimize the use of your CRM and benefit from all the advantages it can bring to your business, it may be helpful to talk to an expert in the field. They can help you educate your employees on how to use the CRM and train your teams, while ensuring ongoing technical support.
Click the button below to discuss your CRM needs and see how we can help you maximize your return on investment.
KEY #2 - Gather feedback
The people who use your CRM daily are best placed to identify ways to optimize your solution.
So, collect their testimonials!
Question your salespeople, your marketing teams, your Customer Success teams... all regular users of your tool:
This information gathering will allow you to list the strengths of your CRM and the various optimizations to implement.
The key for you: a better use of your CRM on different aspects:
- Improved customer satisfaction: By using the tool daily, your teams can identify how it can truly meet the needs of your customers.
- Productivity optimization & cost reduction: Through this feedback, you can distinguish the features that slow down your employees and consume unnecessary resources. This way, you can allocate more budget to the CRM features that truly help your teams!
- Innovation: User feedback can help you identify market trends and the future needs of your customers.
If, after your « user feedback », more negative than positive points emerge, it may be necessary for you to consider a change of CRM tool. To do this, discover our webinar giving you 5 questions to ask yourself in order to choose your CRM well!
KEY #3 - Get involved
The involvement of company management is essential to optimize the use of the CRM by internal teams. It is important that you consider the CRM as an integral part of your company's strategy and not as a simple tool used by your sales team.
To ensure that the CRM is used effectively, you must allocate a budget for deployment, implementation, and user training. It is also important to anticipate the impact on users in terms of costs, processes, and resources.
By measuring the impact on users, you can better understand the resources needed for a successful CRM implementation.
It is essential to plan an annual budget to ensure continued use of your CRM, as well as to allow your employees to be trained on the new features of the tool. This ensures regular and effective use of the CRM.
If you want to learn more about optimizing the use of CRM in your company, download our free study compiling feedback from over 150 companies that have implemented a CRM project.
Click below to download the study now!
KEY #4: Expert advice
