Customer Relationship Management Simplified – Why User Adoption is a Key Metric
By Brian Dayton on Apr 18, 2014
Post Authored By: Monica Raofpur, Allison Kutz, and David Goltz
"Out of all the CRM project problems reported, we found the most significant threat to be slow user adoption."
Band, Principal Analyst, Forrester
So you’ve purchased a state-of-the-art Customer Relationship Management (CRM) system with the expectations of getting better forecasts, closing more deals, and ultimately increasing revenue; But what about user adoption? In a recent study, Forrester found that 70% of all failed projects involving CRM were caused by poor user adoption. So what happened to all of that functionality that was paid for? Butler Group found that 50% of software functionality paid for and licensed by organizations is not actually used. Yikes.
With that in mind, we set out to identify the three primary challenges around user adoption:
Many CRM applications are difficult to operate and weren’t designed with the end-user in mind. The result is tedious, time-consuming, and complex administrative data logging for sales reps. In fact, Gartner found that sales reps spend 78% of their time on administrative tasks and only 22% of time actually selling. With so much time spent on administrative tasks, reps aren’t able to build their pipeline and generate revenue for the company.
Users will ask, “What’s in it for me?” Too often the answer is, “Nothing.” Sure, managers want to know more about their business but it cannot be at the expense of the rep’s time. Use incentive compensation to show a correlation between CRM usage and positive individual performance. Without incentivizing the sales organization, there’s little motivation for anyone to use the application effectively.
If a sales organization needs to devote time, energy, and effort into learning a new sales process, a new application, and a new way to complete ordinary administrative tasks it’s bound to fail. It’s too overwhelming. Sales representatives already have to manage their calendar, inbox, contact list, and pipeline. The last thing they have time for is software training.
How do we increase user adoption and leverage CRM for its intended use?
it! Oracle Sales Cloud was built to address these challenges in three ways:
The data that users receive from a CRM application is only as useful as the information users log. Therefore, adding quality information to the system needs to be second-nature or automatic. By including automatic interaction-logging on the mobile device, Google maps to minimize downtime, and direct integration with Outlook calendars, inboxes, and phonebooks, users log information and use the application without even recognizing it.
User adoption is about useful applications. Oracle Sales Cloud provides Sales Performance Management tools like gamification and incentives that drive CRM user adoption. With your sales reps logging information, sales operations can work closely with sales management to provide insight and drive sales effectiveness. Using the insights provided by sales operations, sales managers gain visibility into sales pipelines and forecasting. Now sales managers can help sales reps achieve consistent sales performance against quota. Now that’s useful!
A CRM application should not require sales rep training. Sales reps and managers need an intuitive system that optimizes the mobile devices they use on a daily basis. With Oracle Sales Cloud, zero training is required and sales reps and managers can access all of their information anytime, anywhere on any device.
With Oracle, sales organizations receive complete solutions and complete choice to manage all customer touch points. Your sales people will sell more, your managers will know more, and your company will grow more.
Simplify your CRM to increase user adoption and see the benefits our customers have experienced with Oracle Sales Cloud.
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