Customer Relationship Management (CRM) software (such as Salesforce) has revolutionized the way companies manage their relationships with customers. More and more companies, throughout a diverse range of industries, have begun using these valuable new tools to better relate to their customers. Proper training is critical to the success of a CRM in a variety of very important ways.
Proper Training Increases Adoption Rate
Often the single biggest hurdle to the success of a CRM is a lack of adoption among employees, especially key personnel. A top quality CRM can be purchased and distributed, but if it is not being used it is simply a waste of time and money. Proper training helps increase the adoption rate for the CRM among employees by helping them feel more comfortable using it. Good training should also help motivate employees so that they are eager to begin using the CRM.
Proper Training Improves Knowledge of Features
One of the most obvious and important ways that proper training improves the success of a CRM is by increasing employee knowledge of the CRM’s features and capabilities. Regardless of how intuitive the CRM is or how tech savvy your employees are, there is almost certainly something new and useful that proper training can teach. This will include everything from basic functions to advanced capabilities. Simply put without proper training much of the CRM potential is likely to remain untapped.
Proper Training Helps Integrate the CRM Into Daily Routines
An important part of proper training will be discussions and demonstrations on how the CRM will work. Proper training will show employees how the CRM will benefit them and it will invite a discussion of daily practices. Ultimately, the main goal of CRM implementation and adoption is to make the CRM part of employee daily routines and habits and a good training program will help facilitate that.
Proper Training Raises Important Questions
Another important benefit of proper training is that it creates an opportunity for employees to ask questions about something they do not understand or to discuss their concerns about an aspect of the CRM. Asking questions will broaden the employee’s knowledge of the CRM, allow him or her to use it more effectively, make him or her more comfortable with it, and contribute to adoption and incorporation into daily routines. By contrast if employees do not have the opportunity to ask questions there is a good chance they will simply bypass certain aspects of the CRM or fail to use the CRM altogether.
Proper Training Allows Discovery of Problems
Closely related to the raising of questions, proper training also allows for the discovery of problems. Such problems could be related to an actual software bug, a compatibility issue with a plugin, or a hurdle to effectively integrating the CRM while still continuing to perform other essential job tasks. In all these cases it is usually less expensive, less time consuming, less disruptive to business, and generally more convenient to discover the problem sooner rather than later. The more people who are exploring the CRM and thinking about how it will relate to daily operations, such as will occur during training, the greater the chance of discovering any problems.
Proper Training Reveals the Big Picture
Modern CRMs such as Salesforce improve collaboration between multiple different departments within a company and improve the overall success of the entire company. Proper training helps bolster these positive effects by demonstrating to employees how the ways in which they use the CRM will affect others and how this will in turn serve the company as a whole. Proper training helps reveal the bigger overall picture and once again this will improve adoption rates and broaden employee knowledge of the CRM.
It is important to realize that in order to reap these benefits of training, the training must be well thought out and well executed. It should be done by an individual or team of individuals who has a full, deep understanding of the CRM and who also has the skills and personality it takes to relate their knowledge to others. The Refinery assists its clients in this regard by offering CRM implementation and training services.
By Kevin Knight