Just ask Saby Mitra, a manager at ZS Associates, a global sales and marketing consulting firm, how to tackle the user adoption challenge. As he sees it, a comprehensive user adoption strategy is a key enabler for successful CRM implementation and adoption.
"Alignment on the benefits and risks of the CRM solution is required at multiple levels ranging from executive management to field sales," Mitra said. "It is imperative that headquarters continues to monitor and articulate to sales reps how the solution can make them more successful in terms of improved commercial performance and productivity."
Besides compelling value articulation, specialized trainings such as iPad usage, formal coaching and incentivized reward programs can aid with improved adoption, Mitra said. What's more, he continued, alongside headquarters, executive management can play an important role in CRM usage by appointing and empowering CRM "champions" as change agents who can help the organization embrace CRM.
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Keywords: Customer Relationship Mgmt., Technology, Business Strategy Alignment, Supply Chain Analysis & Consulting, Global Supply Chain Management, CRM Training, Value of CRM
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