All CRM implementation projects are founded on three key pillars: people, processes, and technology. While technology often gets the most attention, it’s the people who ultimately determine a project’s success. Without proper CRM user adoption, even the most advanced systems will fail to deliver the expected return on investment (ROI). A well-structured user adoption strategy ensures that technology is embraced and fully utilized.
Research from Prosci shows that projects with strong change management and user adoption initiatives are seven times more likely to meet their objectives. Yet, a Gartner study found that 60 percent of users reported that new systems were introduced without clear explanations, leading to confusion and low adoption rates. Engaging and supporting users throughout the process is essential to avoid this and maximize the potential of any solution.
The takeaway: The key to successful adoption lies in a people-centric approach. This means engaging users early in the process, understanding their needs, and ensuring they feel empowered to use the system. If users aren’t properly onboarded or trained, they may resist change or revert to old habits. However, when you involve and support users, they are more likely to embrace the new system and incorporate it into their daily workflows, driving project success.
Why a people-centric approach is critical
A people-centric approach puts the needs, concerns, and experiences of the end users at the forefront of the implementation process. Here’s why it’s so important:
- Users are the end beneficiaries: The people in your organization are the ones who will be using the new system to perform their daily tasks. If the system doesn’t align with how they work or if they don’t understand how to use it effectively, adoption will be low.
- Change management is about people: The processes and technology in your implementation will evolve, but the success of those changes depends on how well you equip people to embrace them. A strong change management plan focuses on guiding users through this transition, helping them see the value of the new system and empowering them to use it effectively.
- Involving users early builds ownership: When end users are involved in the design, testing, and feedback stages, they’re more likely to feel a sense of ownership. This can drastically improve buy-in because users feel that the system was designed with their input and needs in mind.
- Training and support are people-focused: You must support users not just at go-live, but throughout the life of the system. Tailored training programs, ongoing support, and role-based user guides are essential to help people maximize the potential of the new technology.
Why CRM user adoption matters
The success of any new tool depends on the people using it. Have you ever rolled out a system, only to see employees revert to their old tools? Without engaging users, even the most well-configured CRM system risks going underutilized. Low adoption rates can prevent systems from reaching their potential for productivity and efficiency.
Common pitfalls due to poor user adoption include:
- Low Engagement: Employees revert to legacy tools and manual processes.
- Missed ROI Targets: Investments in automation, analytics, and process improvements are wasted.
- Data Inconsistencies: Poor adoption often results in low-quality data entry or inconsistent usage.
- Employee Frustration: Without proper support and involvement, users may feel overwhelmed or confused by the system.
Metrics to track user adoption
If you’re considering a CRM implementation project, you’ll want to define what success looks like and establish metrics to monitor user adoption. Some key metrics to consider include:
- Login Frequency: How often are users logging into the system?
- Task Completion Rates: Are users successfully completing workflows within the new tool?
- Data Entry Timeliness and Accuracy: Are users entering data consistently and on time?
- Survey Results: Regular user satisfaction surveys can provide insight into how users feel about the system, helping you monitor CRM user adoption.
- Usage of Key Features: Track which features and functionalities your team is using the most — and which they are ignoring.
Best practices for fostering user adoption
Here are a few strategies you can implement to drive successful adoption throughout your project:
- Involve Users Early: Engage your end users during the design and testing phases of your project. This gives them a sense of ownership and ensures the system meets their needs. Gathering user feedback early will help refine processes and increase buy-in when the system goes live.
- Provide Tailored Training: Ensure that training sessions are customized to different user roles. Instead of a one-size-fits-all approach, provide role-specific training to help each team understand how the system will benefit them.
- Offer Continuous Support: Adoption doesn’t stop at go-live. Make sure to provide ongoing support, including refresher trainings, help desks, and a knowledge base.
- Communicate the Benefits: Help users understand the “why” behind the implementation. As the Gartner study suggests, clearly communicating the reasons behind adopting new applications can make a huge difference. It’s critical that you do not assume users will naturally understand how the tool will benefit them. Instead, explicitly explain how it will simplify their daily tasks, improve productivity, or enable better collaboration.
- Champion Networks: Identify power users or champions within each department to promote CRM user adoption. They can become advocates for the system, helping to resolve questions and train their peers.
Tips to managing user adoption
As you manage user adoption, consider the following questions:
- Have we defined success? Determine what successful CRM user adoption looks like. What are the KPIs and metrics that will tell you adoption is happening?
- Are we engaging users early? Involve end users in discovery sessions, testing phases, and feedback loops to ensure they have input and buy-in.
- Is training tailored? Consider whether each user role has the necessary training to be proficient in the system.
- Is there a change management plan? Build a change management plan with a focus on adoption. Who are your champions, and how will you reinforce the behavior you want to see?
- What ongoing support will we offer? Identify how you’ll continue to support users post-go-live, whether through workshops, online resources, or in-house experts.
Resistance during the adoption phase is not uncommon. Some users may feel overwhelmed or reluctant to change. To overcome this:
- Approach users with empathy.
- Provide additional support or training.
- Involve reluctant users early to build ownership and trust.
Questions to ask your CRM implementation partner
Your implementation partner plays a crucial role in ensuring user adoption is a priority from day one. Here are a few key questions to ask your partner as you plan your implementation:
- What is your user adoption strategy? Understand how your partner integrates user adoption into their project methodology.
- How will end users be involved in the project? Ask how they’ll facilitate user input and feedback during design, testing, and training.
- What training resources are available? Inquire about the training approach—whether they provide hands-on training, user guides, or access to a knowledge base.
- How do you measure adoption success? Ask how your partner will help you measure adoption metrics and what tools are available to track usage and engagement.
- What ongoing support can you provide post go-live? Make sure there’s a plan for continued training, troubleshooting, and user engagement once the system is live.
Conclusion
CRM user adoption is critical to the success of any project implementation. Engaging users early, providing continuous support, and involving them in key decisions will lead to a system that’s embraced and used to its full potential. By working closely with your implementation partner, you can build a strategy that maximizes the value of your investment and ensures your users are empowered to succeed.
