In the past, firms used to select a CRM based on criteria such as stability, security and scalability. Usability was never considered as essential point while buying a CRM.
But this concept is fast undergoing change as companies are able to understand that bringing on board such a tool that do not witness adoption can cost heavily to a company. Many at times cancel the deployment of software after sales personnel found it not useful, burdening and disruptive in nature. Employees tend to find software or tools as unworthy for use for its undue complexity to use.
Growing user friendliness of CRMs
The software service providers are focusing on usability as an essential part of their sales pitches. Although, important features such as mobility and user friendly user interface are considered relevant as well but companies’ feel that usability is emerging as an important point of selling.
Market experts are of the opinion that improved user experience as an essential feature. It is not surprising to know that sales and CRM apps are few of the first in which the businesses are paying much needed attention to the users’ requirements.
In many organizations, sales reps are the one who get the mobile apps due to the nature of their work. According to a study, in 2012, mobile access and social features to CRM apps helped boost sales productivity by nearly 26.4% and in 2013, Gartner claimed that about 500% growth rate for mobile CRM apps is expected.
How to make the sales personnel use CRM
Offering the sales rep mobile CRM apps and making them use it are completely two different things. Sales team wants to spend their time selling, not feeding details into a system.
Now, we will discuss some of the greatest tips for strengthening the CRM adoption.
- Increasing the intuitiveness of CRM workflow
Any CRM should be built with the sales people in mind. It is always a better idea to test and review it before it’s given to the customer. This point needs to be taken care of at the design phase itself.
- Providing navigation that can be carried out in few clicks
This can be done by just comprising of most essential fields. By including all sort of functionality can be a tricky job and lower the productivity at the same time. Striking the right sort of balance of what is required and what is optional is important. The features should be customized as per the requirement as then it will help in making the details that is most essential and also easiest to access.
- Ensuring that those features are given which will benefit the sales team
If any CRM is designed mainly for benefiting the managers and management of a company, sales people will never find it user friendly.
- Consistent tweaking of CRM as per client needs
The alterations need to take place even after the implementation. It is advised that developing a user committee for carrying out a post implementation review of the software is the need of the hour and making suggestions in regard to it is essential.
Increasing the usability of a CRM is an important requirement in today’s shifting times. As more businesses are fast adopting a CRM for boosting their profit and revenue levels, creating a tool in accordance to the client need is a significant step any vendor opts for.