Most CRM failures are not due to the system, but because of poor user adoption. CRM systems sit idle. Data is entered late (if at all) and is riddled with mistakes. In short, the system is not used or not delivering value.

CRM systems are some of the hardest to get people to use

For a variety of reasons, CRM systems are some of the hardest technologies to get people to use. The target users – especially sales and marketing professionals – are used to having great autonomy to do their jobs. 

And if they are winning deals, hitting their numbers and bringing in money, management is often unwilling to push them to make best use of the system.

Implementing CRM systems changes more than just processes – it changes jobs

The reality is, implementing a CRM system – or most any system, doesn’t just change internal processes. It actually changes the expectations for how people will perform their jobs. 

Enterprise CRM systems are in many ways collaboration tools. Multiple users, from multiple departments all need to access the same system and data to perform multiple different business functions. If one user (or department) has not entered the required information (correctly or at all) then another user cannot do their job.

The interdependent nature of people’s jobs means that each user now needs to not just be outstanding at achieving their end goals; they must also do it in a way that enables others to complete their assigned tasks. 

Yet, HR is rarely involved in introducing and formalizing the job changes

In effect, implementing a CRM has now made effective collaboration an integral part of each person’s job. You have changed expectations for what it means to successfully perform their job, meaning their job has changed.

And whenever there are changes to job descriptions, responsibilities, skills, and performance criteria, you need to include HR in the process. HR can help you explain new performance expectations to users. They can also include it in future hiring and on-boarding processes, which may help you sustain effective CRM adoption over time. 

Oh, and if you are in a highly regulated industry, have union issues, or have other regional or legal considerations, HR can help you navigate any potential hurdles that you might not know you need to jump.


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