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We’ve probably all been there, you have been involved in a solution implementation, you’ve had all the pressures and workload getting the solution ready and now you’ve finally gone live and can breathe a sigh of relief that it’s all over. However, go live is often just the start of the journey. Ensuring buy in and user adoption is critical. Although most Customer Engagement/CRM solutions have features designed to enhance customer relationships and experience, the key to unlocking the full benefits lies in the people using the solution and ensuring processes are efficient and easy to follow. Making sure end users fully understand the benefits of a new system, and how it helps them and the business could decide whether a project fails or succeeds.

When we worked with Watson Marlow on a CRM implementation they saw the importance of engaging their team before, during and after launch:

"We recognised that delivering a CRM system on its own wasn't a solution. We needed to build the right connections with our people and also consider the processes that needed to come together to function effectively."

Emma McLeod, Transformation Lead at Watson-Marlow Fluid Technology Solutions.

Why Solution Adoption is critical

Creating High Human Engagement
The first step towards maximising your CRM investment is ensuring you drive positive employee and user experience. When your team actively uses the technology implemented, they become more engaged and productive. High adoption rates lead to better more accurate data entry, insightful analytics, and an overall increase in performance with automation by being able to focus more time on activities that matter.

ROI on Technology Investment
Ensuring that the investment in technology solution delivers the right return is key. By optimising the use of the system ensures you can maximise the technology’s contribution which can in turn impact your bottom line. A heavily utilised CRM system should drive more efficient ways of working, reduced costs, and increased revenues by making it easy for all to do a good job.

Steps to Enhance Solution Adoption and efficiency

Understanding next steps
It’s important to assess adoption for a new solution reasonably soon after implementation. At that point you have used the system for a period of time and can assess effectiveness from direct experience of end users, and therefore pinpoint the next steps needed to ensure it is used more and operates more effectively. By consulting with your teams you can create buy in and a willingness to adapt to new ways of working.

Knowledge Training and Ownership
Understanding gaps in knowledge and addressing them can significantly boost adoption rates. Increased understanding can help teams see the full capabilities of the solution and how they could extend their current use to the benefit of the business. This can be achieved through workshops and tutorials, targeted to specific needs, which ensure users are updated on new features and best practices.

Improved solution efficiency
Once the system has been in place for a while you can identify where the solution might be slightly ‘clunky’ or could work better. This provides opportunities to tailor the solution to better fit the specific needs of your organization, and your people. Doing this usually makes it easier for employees to engage and so adoption rates increase. Custom dashboards, workflows, and templates are some examples which can reduce complexity and improve end user experience.

Management Support
Leadership plays a crucial role in supporting user adoption and solution optimisation. Ensuring leaders use and understand the solution enables them to promote the system, reinforcing its importance to the rest of the team. Demonstrating top-down commitment can accelerate adoption rates.

Benefits

Improved Customer Insights
With an efficient implementation and adoption of a CRM solution, your business can gain deeper insights into customer behaviour and preferences. This can help guide targeted marketing activities, personalised customer service, and informed sales strategies.

Enhanced Collaboration
An efficient system promotes better collaboration across departments. For example, sales teams can seamlessly share lead information with marketing, while customer service can access detailed customer histories to resolve issues promptly.

Competitive Advantage
Leveraging the full capabilities of a CRM solution can help differentiate against the competition through improved consistency and delivery of superior customer experiences, increased brand loyalty, and ultimately drive revenue growth.

Conclusion

Engaging your people is perhaps the most important ingredient to achieving a successful outcome for any project. By involving them in the process as early as possible, and taking them on the journey with you, you can avoid resistance, help drive increased solution usage, ownership and efficiency. This can help drive quick results and doesn’t necessarily require a higher level of additional investment.

Post go live it is essential you keep listening to, and adapting with, your people. By creating a sense of ownership your chances of success are greatly increased.

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