Chances are, your organization has a CRM system but the CRM adoption rates are low. You might even struggle with your CRM data quality, inaccurate reporting, slow decision-making and, frankly, missed business potential.Sounds familiar? Then you should be working on creating a CRM culture – onboarding your people to the benefits of CRM and making CRM a fluent, transparent part of everyday workflows.
Ready to start increasing CRM adoption? Here’s our tips for CRM best practices and creating a CRM culture in your sales team.
1). Explain why CRM quality matters
Start with the why: explain why you have a CRM, why accurate and timely data is important and how the data is utilized. Make sure your sales reps know the big picture and their role in it. You could even underline how high-quality data benefits a sales rep on a personal level.
2). Hold people accountable
At the end of the day, utilizing CRM is not an option, it is a part of the job description. Have regular one-on-ones with your team members and review what they do in the CRM. However, make it a coaching session instead of an interrogation: help them perform better and remove any obstacles that they might have.
3). Make data entry as easy as possible
Streamline the CRM data input process. Remove data fields you do not need. Automate everything you can. Use modern tools or add-ons that make entering data feel like a pleasure, not a chore. We happen to know a great solution for this!
4). Go mobile
Very much linked to easy data entry, supporting tools that work on the go and provide a great mobile user experience is essential for timely, high-quality data. If CRM data is not updated right after an interaction with a customer, risks of delays and poorer data quality are much higher. Research has shown that mobile CRM usage can increase productivity with 15% on average!
5). Bust silos and nurture teamwork
A lone sales veteran with a secret Excel sheet is the antithesis of CRM culture. The world today is all about teamwork and being customer centric. Emphasize that customer data is not only for individual account managers – the data is a shared asset for everyone, including your marketing, support and customer success teams.
6). Respect your team’s time
Once the data is flowing in, stop bothering your professionals. When the data is on your screen, you do not have to ask them directly for the same data you can look up in your system. Or make them repeat their figures in weekly meetings. Use the extra time you have to coach your team.
Once you have planted the seeds for CRM culture, you should expect results fairly soon. The immediate benefit is the availability of more accurate, timely CRM data. You might even see a few more smiling faces, as your team can focus more on the things they love to do. Both combined have a direct impact on your bottom line and customer satisfaction.