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Here at W-Systems we use the phrase "living in system" when describing a customer whose employees rely on their CRM system daily for their critical work activities. This is the ultimate measure of system success -- that the system is well designed, functional, and fully accepted by users. When the customer is "living in the system" CRM becomes the "go to" tool for every user when they arrive at work in the morning. But we have found that it is often managers that get in the way of system success by refusing to live in the system themselves. Here are some reasons why:
In the years we have spent deploying CRM systems for all sizes and types of companies, getting managers to use the system has been one of the hardest yet most important parts of system success. It is a simple truth that if the boss uses the system the troops will use the system. As a manager, here is what you need to do to ensure system success.
"If you can measure it, you can manage it" is a popular adage and it is especially true in sales and customer service management. And since one of the major reasons for deploying a CRM system is to make sales and support activities measurable, you are defeating the purpose and value of the system if you don't use and rely on the numbers it provides. Here's what you should do.
Using this method you will improve system use and ultimately the value of the information you get from the system. When managers rely on the information in a CRM system as the “gold standard” for decision making in the organization, end-users will take the system seriously. By conducting the daily operations of the organization through the CRM system, user acceptance is reinforced, data quality improves, and decision making becomes more efficient and accurate.
We call that “living in the system.”
And isn't this the reason the investment in CRM was made in the first place?
This post is the fourth in my series about CRM user acceptance. The first post in this series outlined six reasons why companies still struggle with CRM user acceptance. Each subsequent post has focused on a detailed look at each acceptance issue.