Gaining better acceptance and adoption of CRM
Do you have any examples of how companies have launched internal marketing
campaigns targeted to the various end-user groups for better acceptance and
adoption of CRM?
By the nature of your question, it sounds like you have rolled out a system
and few people are using it. This is a common problem with CRM projects.
You need to align the end-user's functional requirements with system
features and functions. If no one is using the CRM system and no pain is
felt by the business, then the end-users clearly do not understand how and
why they need to use the CRM application. Typically, this happens when
business processes aren't well integrated with the application -- which is
usually a sign of poor participation by senior management. Obviously, the
end-users can accomplish their goals without using the system. So, there is
little value-add to do so. Your next step should be to ask the end-users
why the system isn't used and then determine if your CRM system can provide
solutions to there issues. More than likely, a change in business process
will be needed. However, if senior management isn't behind this, then your
CRM system will likely die on the vine.
This was first published in July 2002