What is CRM adoption?
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Customer relationship management (CRM) systems have become vital in managing customer data, creating effective sales processes, and boosting sales team efficiency. However, one of the obstacles to implementing these crucial but advanced systems is a low CRM adoption rate from the team that needs to use it.
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So, how do sales managers and their teams overcome this challenge? It all depends on the CRM system. Today’s online-centric sales landscape requires sales reps to adapt quickly to technological advancements in the software necessary to connect with customers and prospects.
But improved technology sometimes comes with more complex interfaces, features, and tools that can be overwhelming for team members who would prefer to just get on with the job of selling. That’s why sourcing a user-friendly CRM, like Nutshell, designed to simplify the sales process is crucial for successful team adoption.
This resource page uncovers some of the most effective strategies for increasing your team’s CRM adoption rate. But before we dive into those, let’s clarify what we mean by “CRM adoption” and take a closer look at some of the benefits associated with higher adoption rates.
CRM adoption is the extent to which a company or individual accepts and uses an available CRM system. When we talk about a team’s CRM adoption rate, we’re referring to the percentage of team members using the CRM software compared to the total number of team members meant to utilize it or the number of licenses purchased.
When you bring a new CRM system into the fold, you aim for a high adoption rate to ensure teams maximize the value they get from it. CRM adoption can be a significant challenge for companies with inadequate training, tedious onboarding, complicated features, and resultant poor user experiences.
Your team may have survived without a CRM system until now, and you may share some of the concerns of those reluctant to embrace the new software. However, there are numerous tangible benefits to a high CRM adoption rate you won’t want to ignore.
In short, increased adoption rates can impact business growth and profitability significantly. And with the right CRM system in your arsenal, there’s a good chance adoption rates will soar.
Some of the core benefits of attaining a high CRM user adoption rate include:
Implementing powerful CRM software within your organization can be a turning point for your sales team. When utilized properly, your team has all the tools needed to build unbeatable sales processes and create memorable customer experiences.
However, poor technology adoption is common in the workplace and can be detrimental to your sales team and business success. It’s best to know the challenges you might face so that you can come up with possible strategies to overcome them.
These are the most common stumbling blocks sales managers face when incorporating new CRM software into their sales departments:
While there are several techniques you can employ to improve your adoption rates, which we’ll cover next, the path to overcoming these stumbling blocks begins with exceptional, easy-to-use CRM software.
Great CRMs exist, and sales teams across the globe love using them. Nutshell is one of those CRMs. It lays to rest some of the most common adoption hurdles faced by sales managers by offering the following:
As a result, teams find that getting up to speed with their new CRM system is a breeze, ensuring more than incredible adoption rates—sales teams actually enjoy using CRMs like Nutshell.
Now that you know the benefits of strong CRM adoption and how to identify possible challenges, let’s delve deeper into strategies to influence and achieve a high CRM adoption rate.
Detailing the benefits of a new CRM system is a great way to get your team on board. Provide your team with a clear explanation of how CRM adoption will improve their productivity and growth, both personally and for the business.
Bring your team in on discussions and decision-making before you settle on the ideal CRM system. Ensure each team member has the opportunity to provide input, making them an integral part of the CRM’s adoption success. Then, get them involved in the implementation process to ensure the best possible adoption rates.
Most CRM systems let you customize features to a certain extent. Where possible, tailor your new system to match your business’s current processes for easier team adoption. You can also look into simplifying processes using CRM tools and creating personalized experiences for team members to encourage higher adoption rates.
Draw up a comprehensive training program to equip your team with the skills required to make the most of their CRM. Include information in different formats, such as video tutorials and in-person training, to make it easier for diverse teams to absorb the information. Bring in a dedicated support team member to help, particularly for the first month or two.
Plan ahead to ensure your new CRM system integrates seamlessly with the other tools your sales team uses to execute their work. Reducing the risk of disruptions is a sure-fire way to increase interest and adoption of the new software. The integrations should also streamline your team’s workflow, making adoption easier.
One of the best benefits of incorporating an up-to-date CRM into your sales department is that it allows you to automate admin-intensive and non-selling tasks. These automations help your team stay on track and reduce the time spent on administrative tasks, giving reps more time to focus on selling and building customer relationships.
The best CRMs offer a mobile app allowing reps to track tasks, access data, receive notifications, and input information on the go. These apps also enable teams to collaborate and stay up to date on the latest leads and deals, regardless of where they are.
The reality is that there will likely be a group of team members who aren’t keen to learn or use a new system. To minimize resistance, you need a few CRM user adoption advocates to spearhead positive adoption within the team. While hiring staff to champion your new system can be effective, it’s often best, and less costly, to identify existing team members with influence to get the job done.
Even the best CRM implementation plans may still be met with skepticism from the odd team member. The best way to put those doubts to bed is to share CRM-related wins and success stories with your team as soon as they happen. This will reinforce the benefits of the software and should eventually get those outliers onboard, lifting your adoption rate to where it should be.
Employing a sound CRM system and meticulous adoption plan now is fantastic. But what about five or 10 years from now, when your team could potentially double in size as the business expands? Invest in a flexible CRM capable of scaling with your business without any roadblocks to ensure your adoption rates remain high when your company grows.
Depending on the size of your team, it may be helpful to appoint a dedicated CRM manager or supervisor to oversee all CRM adoption-related duties, such as offering additional, on-demand guidance, dealing with issues, and rolling out updates and the associated training. A designated CRM manager may help simplify the adoption process and make it easier for team members to use the software.
Turn your CRM adoption mission into a game to make the process more enjoyable and encourage higher adoption rates. Set up a friendly competition among your team members, rewarding them for reaching specific milestones in their CRM usage. This should motivate your sales reps to engage with the software and have fun at the same time.
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It’s helpful to keep an eye on a few important metrics to gauge your team’s adoption rate. You can group these metrics into three primary categories, namely:
Each category includes several vital metrics you should track to determine whether your team has fully embraced the power of CRM or there’s still some resistance.
You could track any number of metrics to pinpoint how often your team uses the core features of your CRM system. But here are four central metrics you should definitely prioritize:
Paying close attention to dips in these figures can help you identify where your team faces the most challenges when using the software. Your team may just need a little more training and guidance to overcome these challenges.
Getting your team to use the CRM is the first step. The next step is making sure they use it correctly. These are a few metrics to monitor to ensure that team input data quality is where it needs to be:
It’s best to do a thorough data quality check at least every two months, auditing records and data captured over the past 60 days.
When team members are using the software and you’re confident the quality of the data they input is satisfactory, it’s time to assess whether the system is effective. If your team uses your CRM system correctly, you should see a marked improvement in their overall performance and efficiency when you check the following metrics:
If you notice an increase in performance since you integrated your CRM system into the sales process, it’s a sign that your CRM adoption rate is high.
If you want a CRM system your sales team will actually want to use, look no further than Nutshell. We’ve designed our CRM with a specific focus on making team adoptions as easy as pecan pie.
That’s why Nutshell is known worldwide as an easy-to-use CRM platform that helps teams simplify the sales process and deliver the best possible customer experiences. It’s also why our powerful CRM software is listed on G2 as one of the top 10 CRMs worldwide.
Choosing Nutshell is one of the best decisions you could make when aiming for high CRM adoption rates because it’s designed to be user-friendly, with an incredibly easy-to-navigate interface that our customers rave about. Plus, Nutshell is one of the most affordable CRM systems on the market.
Our robust software provides your team with the latest in sales and marketing management software, including unparalleled features like:
If you’re ready to sign up with a CRM that’s easy for your team to adopt, give Nutshell a try. Sign up for a 14-day trial—it’s absolutely free, and there’s no credit card required. Alternatively, sit in on one of our scheduled 30-minute live demos to see Nutshell in action.
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