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)
4.
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.
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
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