Are your professionals using the CRM system? If not, it’s time for a different approach to gaining adoption. These tips can help your team see the value and benefits of CRM – and may actually get them to use it.
CRM isn’t easy. There can be a lot of challenges – from selecting the right system to rolling it out effectively, to integration with other systems, to maintaining system data quality. But one of the most common – and critical – pain points experienced by most firms – and, in fact, most organizations – is low CRM adoption.
In the past, CRM adoption was gauged by whether we could get a majority of the attorneys to actually access the system on a regular basis. Sounds like an obvious definition, right? But after more than 20 years of firms trying and, more often than not, failing to get (or nudge, entice, induce, coax, cajole, incentivize and even beg) their attorneys to use the CRM to enter contacts, activities or other important information, it just hasn’t happened.
So, after 15 years of working with hundreds of top firms, we believe it may just be time for a new – and more realistic – definition of adoption. To define and achieve CRM success in professional services firms, we propose that CRM adoption should now be measured by the value that the firm and attorneys get from the system.
But how should we define this value? Here are seven tips to help you gauge and/or get more value from your CRM investment:
Respected researchers suggest that up to 70% of CRM implementations fail to meet expectations. What they don’t tell you is that often it’s because the expectations are wrong. It’s important to understand attorneys’ expectations of CRM – and then manage those expectations with reality checks as needed.
Training and communications are critical to success. Don’t just focus on features and functions. Instead educate and communicate how the system can help to solve problems, automate processes, enhance business development efforts and make everyone’s lives easier.
Often firms are unaware that to achieve success they need to develop a CRM strategy before selecting a CRM system. Selecting the right technology requires a thorough assessment of firm and attorney needs and requirements. Additionally, goals should be defined and metrics for success established. Only then should you go CRM shopping.
While key partners and other firm leaders are important, don’t overlook these other critical groups who can contribute to the firm’s CRM success:
If you liked these tips, stay tuned for Part 2 of “Seven Secrets for Driving CRM Adoption Success,” coming soon.