Many companies will see the value of Salesforce and purchase it, but will be discouraged to find that staff in relevant departments aren’t adopting the CRM in everyday work activities. It makes sense why. Adopting a totally new platform is so much more than simply buying CRM software and tossing it into your departments. Employees need to see the value of using the technology as opposed to what they are already used to. They need to see the benefit of their job quality.
User adoption is absolutely critical to establishing a working business process on a powerful CRM like Salesforce. It doesn’t matter how much you spent on custom development or if you have the latest plugins and integrations. If your team isn’t using them or isn’t using them properly, your business will suffer. Logically, we assume that the team will simply embrace the new CRM tool. Unfortunately, Salesforce user adoption isn’t that easy. Below are some tips to boost Salesforce adoption in your organisation:
1. Hire a Salesforce Administrator
Don’t try and push Salesforce maintenance to your IT, Marketing and Sales people !! They are already busy and this is not their job. Nevertheless, being a Salesforce Admin is a full time job. Whether it’s a small or large organisation, support from a Salesforce Admin is without a question the most important thing. You will always need support on installing a third party tool, adding new users, creating reports and dashboards, page layouts etc. etc.
2. Management support – Top down support
Salesforce adoption starts from your managers in your company. Your managers need to know how to use Salesforce and need to be engaged. Adoption must be top-down. If managers don’t use it, then their team members won’t be bothered. Stakeholders must establish a culture where not using Salesforce is simply unacceptable.
3. Create “disadvantages” for not using Salesforce.
Make your users understand that by not using Salesforce, they will miss out information.
- Use third party integrations with Salesforce (e.g. DocuSign for Salesforce).
- Run Financial reports within Salesforce.
- Schedule all meetings in Salesforce calendar.
- Use reports and dashboards to measure sales performance.
4. Clean data – make it a priority
No matter how many “colours” your platform has at the end of the day, the quality of the data is all that matters – if you put rubbish in, you are bound to get rubbish out. Even though custom fields can help you have better data, having too many isn’t great. Unused fields can confuse Users and take up extra space on page layouts that could instead be used for important information. If your org seems to struggle with duplicates, consider installing an app that will catch duplicates such as DupeCatcher.
5. Measure Metrics
These are good metrics which allow Salesforce Administrators to regularly monitor Salesforce users. They can be configured to measure things like the number of times a user has logged in, number of records updated, tasks/activities created – the list is endless.
Having a great CRM isn’t enough. The whole company should know how to get the best of it, and that’s why Operations should provide training. Create short videos (no more than 3-4 minutes) to explain the latest updates.