More and more companies are following the customer-centricity approach and putting their customers at the centre of their business activities which is key to remain competitive in one's industry. CRM systems offer a major contribution to this by enabling a company to provide its departments (e.g. sales) with necessary, sales-relevant customer information. A CRM solution is therefore the tool of choice for a holistic customer view.
If the CRM software fulfils this requirement and the right CRM selection has been made, 81% of the sales staff certify that a CRM introduction noticeably helps in selling. CRM systems therefore form a key factor for the successful retention of customers in a company and for its sustainable economic success. This becomes increasingly important when you consider that retaining existing customers is up to five times cheaper than acquiring new customers.
Find out here whether a CRM system is also useful for your company ...
Finding the Right CRM System is Not Easy: A CRM Implementation is Often Complex
The CRM introduction sounds simple in theory, however as several studies show this is not always the case and in fact suggests that 30 - 60% of all CRM implementations in companies fail. This is one of the reasons many companies hesitate to introduce a CRM system, with just under a quarter of SMEs implementing CRM software. Similarly, almost 70% still use manual tools such as Excel, which is also an indicator of the enormous digitalisation potential in German SMEs. In many companies the question is asked, why should a CRM system be used, can this not also be done by an ERP system or ERP software? There is no clear answer to this question, it depends on which goals are to be achieved with a CRM system or CRM functionality. We have a publication on the difference between ERP and CRM systems, you can read the help with this link.
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CRM Introduction: Acceptance & Use Are the Key to Success
If a CRM system is to fulfil the purpose of customer loyalty, it is necessary that it is accepted and used by the users. Acceptance and use in this context can be equated with the supply of data to the CRM system. Without the input of data (e.g. customer information) a CRM tool is useless. The majority of customer information must be entered and maintained by sales. After all, the sales department is in regular contact with customers. The pre-requisite for this is that the CRM solution is assessed as effective and that the added value of the CRM system is recognised by the sales staff. Accordingly, sales staff must accept the CRM solution so that the basis for long-term and successful customer loyalty is created by a CRM system. A good CRM selection is defined, among other things, by the fact that the system supports the users in their daily work. But what has to be considered when introducing a CRM - this is explained in the following:
A Bundle of Measures is Necessary for a CRM Introduction
It is important to note that one measure alone is not enough to sustainably increase the acceptance and use of CRM systems. This is due, among other things, to the fact that there are different reasons, depending on the respective user, why a CRM solution is not accepted and consistently used. For example, some users do not know how to use the CRM tool effectively. Others expect a much higher data quality from a CRM implementation. Accordingly, it takes a combination of different measures to establish a CRM solution as the central tool. The measures are divided into primary and supporting measures: Setting an example through management levels, optimising the CRM system, implementing gamification elements and internal marketing are among the supporting measures. Primary measures, on the other hand, include a training concept, clearly defined requirements and system integration. The primary measures have great potential in terms of increasing the acceptance and use of a CRM introduction. In addition, data quality should be mentioned as a critical basis for the acceptance and use of CRM systems. According to a recent survey, it was the quality of master data that was identified as being the most important cause for the failure of CRM projects. Similarly, without the necessary data quality, the measures mentioned above will remain without influence in the long term.
Ensuring User adoption 
Clearly Defined Requirements Before the CRM Introduction
Before introducing CRM, it is important to clearly define the requirements and summarise them in a specification. In this context, it is helpful to use tools to define the requirements (e.g. a business canvas model) and to involve all future users. This leads to mapping the entire work processes in the company and prevents the integration of functions that offer no added value.
A Training & Education Concept
The users must know what functions the CRM system has, how it is configured according to their needs and way of working, and generally what added value it has. Intensive training is needed for this. In order to convince the users of the CRM system from the beginning, it is advisable to focus the CRM training on the added value of the CRM solution for both the individual user and for the company. New users must be made to understand clearly how important the CRM system is for the implementation of the company's customer-centric strategy. Accordingly, the exact functioning of the CRM tool is of secondary importance for the time being, and only important basics are to be covered during the first CRM training sessions.
System Integration: CRM System as the Single Source of Truth
If a CRM system is used, it is important that the CRM software is established as a single source of truth. Accordingly, ERP systems that are used in parallel and fulfil tasks that can be cut should be integrated into the CRM system, preventing shadow IT. According to a survey by Tenable Network Security, 57% of German companies have systems and applications without the knowledge of the respective IT department (2016).
Setting An Example through Management
Management plays a key role in the introduction of CRM. All management levels must stand united behind the CRM project and exemplify its use. If this is not the case, the users are given a reason not to use the CRM software.
Optimisation of the CRM System
CRM systems offer a range of functions and are regularly extended with new functions. Accordingly, it is important for companies to always keep their CRM system up-to-date and not to leave it at the level of the CRM introduction. As already covered, it is important to involve the users (e.g. sales staff) in the optimisation process in order to avoid adding functions that do not offer any added value.
Implementation of Gamification Techniques
The low acceptance and use of CRM systems is specifically shown by the fact that the majority of sales staff have the essential information on customers in their heads or in Excel, but do not transfer it to the CRM software for various reasons. Gamification closes this gap and makes it attractive and motivating for sales staff to transfer business-critical data. For example, a visible ranking based on points that the user receives for depositing customer data can have a positive effect on the motivation and corresponding use of the users.
Internal Marketing
Internal marketing goes hand in hand with the example set by management. It is important to "push" the respective CRM system internally within the company, for example, through measures such as workshops, allowing a positive basic mood to be created for the tool.
Conclusion: What Measures Are Necessary for a Successful CRM System?
- CRM selection and CRM implementation are complex
- Data quality is a decisive driver of a successful CRM introduction
- A bundle of measures is required for the acceptance of a CRM system
- Primary measures include clearly defined requirements, a training concept, and the CRM system as a single source of truth.
- Supporting measures include setting an example through the management levels, optimising the CRM software, implementing gamification elements and internal marketing
