This document discusses best practices for improving CRM user adoption. It notes that the top reasons CRM initiatives fail are lack of use by staff, perceived lack of value for salespeople, and complex or difficult systems. It recommends focusing on training, tying compensation to usage, celebrating successes, having a clear strategy and processes aligned to CRM, simplifying the user experience with dashboards and reports, and focusing on data quality and mobile access. Improving adoption can increase sales, productivity, and forecast accuracy significantly.

2. Best practices to improve
CRM user adoption
Trevor Poapst, VP Marketing and Sales
Riva CRM Integration
@CRM_integration
June 16, 2016

3. Why is CRM important?
2016
We have entered the
Age of the Customer.
CRM is the key hub for
your customer information.
91%
Percentage of
companies with more
than 11 employees
that now use a CRM.
(BuyerZone)
$36.5B
Gartner predicts CRM will
be a $36.5B market by
2017, eclipsing worldwide
ERP sales.
89%
By 2016, 89% of
companies will
compete mostly on
the basis of customer
experience compared
to 36% four years ago.
(Gartner)

5. Why CRM initiatives fail
• 80% of senior executives say their biggest CRM challenge is
getting their staff to use the software.
• The perception that there is little value-add for salespeople.
• The CRM is complex, difficult to use, and requires multiple
clicks to carry out simple tasks.
• Siloed data. 49% of companies said that CRM integration with
other key technologies is a major or moderate challenge.

6. How to improve CRM user adoption

7. Best practices to improve CRM adoption
• Have fun. Stay positive. Create excitement.
• Get your user involved right from the start.
• Clearly communicate the benefits of CRM.
• Train, train, train.
• Tie compensation and KPIs to CRM usage.
• Celebrate your success!
People

8. Best practices to improve CRM adoption
• Write down your CRM strategy.
• Configure the CRM so that it is aligned and integrated
with your sales, marketing, and service processes and tools.
• Look for ways to simplify the user experience.
• Create dashboards and reports to surface valuable insights.
• Focus on data quality.
• Go mobile
Process & Technology

9. How Riva improves CRM user adoption

10. The opportunity
27%
Customer retention is
improved by leveraging a
CRM system by as much
as 27%.
15%
Mobile access to CRM
can increase sales
productivity by 15%
and help reps achieve
their sales quotas.
(DefinityFirst)
29%
CRM user adoption can
increase sales by up to
29%, sales productivity by
up to 34%, and forecast
accuracy by up to 42%.
(Salesforce)

11. “A business absolutely devoted to service
will have only one worry about profits.
They will be embarrassingly large.”
– Henry Ford
Trevor Poapst
VP Marketing and Sales
Riva CRM Integration
trevor@rivacrmintegration.com