Centricity360
Customer-Focused Strategies. Simplified.
Often I get feedback from clients saying, “My salespeople don’t use the CRM! if they don’t use the CRM how can I get a reasonable snapshot of my sales pipeline!”. The question I often pose is “Is it really the CRM or a symptom of another problem?”.
I was reading an article today about CRM user adoption:
http://searchcio.techtarget.com/originalContent/0,289142,sid19_gci1277542,00.html
In the article they interview Jim Prevo, CIO of Green Mountain Coffee Roasters Inc. and that’s exactly what he talks about.
Jim says, “Poor user adoption is a symptom of a problem, not the root cause of CRM failure.
“You need to have enough value in the system for end users to make it irresistible for them to use it,” Prevo said. “If you put in a system that is primarily about monitoring their behaviour rather than putting in a tool that is about maximizing their behaviour, they are not going to see those tools as absolutely essential. Once you do that, you’ll get adoption. And adoption is critical.”
Jim goes on to mention how he worked with his CRM vendor together with his sales force in meetings he referred to as “business process intervention”(a la the Seinfeld Intervention episode, “what you don’t wanna be a polar bear anymore, were to good for you”) I absolutely love that term, business process intervention!
So what’s the takeaway from this? There has to be real value for the user to adopt a CRM solution and not just another tool for management to track employees. Excellent!
Richard Bolton
Centricity Now! Lol!
Source:
CRM PROJECTS FAIL BECAUSE USERS SAY ‘NO THANKS’
By Shamus McGillicuddy, News Writer
10.18.2007 | SearchCIO.com
