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Getting your system up and running is just the beginning of your CRM journey. After it’s set up, how do you get your sales reps to consistently use the system? Less than 40% of companies using a CRM see full-user adoption. In this post, we combine tips from SugarCon 2015 with W-Systems' own experience to provide you with 5 methods to increase user adoption in Sugar.
Before your system is implemented, it’s important to include your employees and end users in the requirements gathering and CRM system design phase.. One way to do this is to create a CRM team with employees from different departments so that the needs and processes from each are well understood and represented in the CRM design. After the system is deployed, these team members will know the system well and will act as advocates for the CRM in their own department. Additionally, you can survey different departments to gather information about their pain points and what their fundamental needs are. Considering your company’s needs and creating champion users will lead to less user resistance when you deploy across the whole company.
A simple way to increase user adoption is to optimize record views in Sugar. By eliminating unnecessary fields and renaming other fields, your reps will be able to quickly enter data without giving a second thought to which fields should or shouldn’t be completed. For example, you may want to hide any fields related to social media if that information isn’t relevant to your sales team. Or, you may want to rename the “Account Name” field in your Leads Module to “Customer” if that’s the terminology your team is used to. Reps will have a better user experience if the CRM interface is organized and free of distracting fields. You can hide, rename, and reorganize fields and modules in Studio (in admin settings).
You can auto-populate fields using the concat function in Sugar’s calculated fields, which can be used to create consistent names of calls, meetings, opportunities, and more. Auto-populating fields save the reps time and also ensures records are consistently named, so they are easy to search on. For example, when a rep is logging a call, the field can auto-populate the Call Subject field from other relevant fields like the status, date held, and call type. E.g. Outbound - 06/01/2015 07:30pm - LVM
If you can’t get reps to use the system voluntarily, using reports as an accountability tool forces them to enter data so they can meet their manager's expectations. A manager saying “I’m checking Sugar for your activities and deal progress, and if it’s not there I won’t know about it,” alerts reps that the only way to prove their hard work is by documenting it in the system. Another method to increase use of the CRM is to only pay commission on deals that have an opportunity in the system. Automate this by establishing a process where the invoice doesn’t go out until the opportunity is created correctly. Establishing processes and policies and sticking to them is critical. Managers can keep a close eye on sales activity by either viewing reports on their dashboard or by scheduling a report to automatically be sent to their inbox on a recurring basis through the Reports Module. When viewing a report, click on the arrow next to “Run Report”. A drop-down menu gives you the option “Schedule,” which will pull options for how often you want the report to be sent out.
After you deploy your system, it’s important to properly train your users on Sugar. Training is very important because if your users struggle to use the system, they won’t continue to use it. Not only should you train them on the system, but also on your company’s processes and how using the tool will help them increase their efficiency. Whether you put all users through the same training or invest more time in admin users, make sure your team is trained enough to be confident while using the system and understand the value to them and the organization.
Want to know more about CRM user adoption? Contact us here.