CRMs are designed to manage the most valuable asset of a company—the customers. As a customer management tool with customization options, pipeline tracking, and reporting and dashboard features it makes sense why company executives would want to maximize the user adoption of their CRM. Not to mention, a CRM can be a significant financial investment, so naturally, companies want to be sure that employees are using a CRM to its fullest potential.
But all too often it seems, an organization purchases a shiny, new CRM and people are hesitant to use it. It’s like a 16-year-old who is given a brand-new Ferrari on his or her birthday with all of the bells and whistles who doesn’t want to jump in the driver’s seat to take it for a spin around the block.
So, why are employees so hesitant to climb in the driver’s seat of this beautiful Ferrari and push the pedal to the metal? Often, this is because the CRM focus is Executive-driven instead of Sales Team driven. The Executive team provided a Ferrari with amazing executive-focused reports and dashboards, but the Sales Team’s focus is very different, and to keep going with the analogy, they wanted a Lamborghini. They need the bells and whistles that are directly related to their daily responsibilities, which are quite different from the information Executives are looking for.
Now the question becomes, what bells and whistles do the Sales Team need? While a CRM provides amazing pipeline features, something that is missing is the historical data of a customer’s past purchasing habits. Before a Sales Team representative gets ready to reach out to a client about their next order, they may want to ask themselves these questions: what did they buy last time? What price did they buy it for? How many did they buy? Do we have that in stock? Did they pay for it yet? In an Executive focused CRM, a lot of this data is siloed away in other systems, like the ERP. Therefore, Sales Team members need to look in multiple systems for the information they want, or they have the additional step of reaching out to the accounting team for more information. But what if there was a better way?
There is! Tailor your CRM to the Sales Team’s needs with integration between the ERP and CRM. Give the Sales Team the Lamborghini they deserve with increased visibility of the information they need at their fingertips to quickly and independently drive their sales.
It’s really a very simple solution to this common problem… If you want to increase user adoption, you need to provide access to the information the users need, and that is made possible through data integration.
Naudine is a strong media and communication professional with a demonstrated history of working in the marketing and advertising industry. Skilled in SEO, PPC, SEM, Social media marketing, content creation, and web development. She completed a diploma focused on Systems development and Digital marketing with Certifications in Adwords, Analytics, Social Media, Online Marketing, etc.